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EE: Parachute
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Over the weekend, EE announced its latest campaign, Stay Connected Data, featuring Kevin Bacon hurtling through the sky before being rescued by a timely parachute. The ad reminds EE customers that with Stay Connected Data they can keep in touch with friends and loved ones even when their data has run out. Directed by acclaimed film writer and director, James Gray (Ad Astra, The Immigrant and We Own The Night); the ad dramatises the feeling of running out of data using the metaphor of freefalling and feeling out of control.
Agency: Saatchi & Saatchi, London As Kevin Bacon dramatically falls through the sky, helplessly twisting and tumbling through the air, the ad is reminiscent of James Gray’s famous parachute scene in Ad Astra, with the director taking inspiration from this. As Kevin keeps spinning, buffeted by the wind with the ground fast approaching, he pulls the rip cord and the chaos around him turns to calm as his EE Stay Connected safety parachute opens. Finally, Kevin is seen serenely floating down whilst taking in the view of other parachutes opening around him, as Stay Connected Data has kicked in, showing that customers can count on EE for a connection that goes further when they need it most.
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