'Parent Duty' Takes Over in EE's New iPhone 16 Campaign from Saatchi & Saatchi

Leading U.K. network provider EE just launched a new campaign highlighting how customers can make the most out of the iPhone 16 Pro with its 5G service. 

Made together with creative agency Saatchi & Saatchi London, "Best On The Best," is marked by a 60-second spot that shows how parents and their children can stay connected with the new iPhone and EE. 

By showing moms and dads chaperoning their kids to whatever event they go to, the service provider cements its role in the lives of families, helping them share and capture moments, as well as forge stronger bonds with each other. 

Saatchi & Saatchi Executive Creative Director Will John shared more about the campaign in a press release:

Apart from the spot and several social efforts, "Best On The Best" will include a retail takeover of EE's flagship store at White City to celebrate the launch of the new Apple product.

Here, the entire storefront will showcase iPhone content, utilizing every screen and display to let customers know EE is the place to be to grab the new iPhone 16 Pro and experience the leading network's enhanced 5G. 

EE is offering amazing deals on iPhone 16. Upgrade to iPhone 16 or iPhone 16 Plus, built for Apple Intelligence with the all-new A18 chip, and feature Camera Control, powerful upgrades to the advanced camera system, the Action button to quickly access useful features, and a big… pic.twitter.com/f7FdhQorVf

— EE (@EE) September 10, 2024

EE Marketing Communications Director Pete Jeavons expressed excitement with their brand's new offering and how the campaign's hero film demonstrated the iPhone 16 Pro and 5G combo "in a relatable way."

Jeavons continued, saying parents chaperoning their children can "often find themselves at a loose end with nothing to do but wait on the sidelines." This is why the film's purpose is to show these parents how they can not only entertain themselves but stay connected to their loved ones. 

The latest effort from EE is a clear-cut example of how brand storytelling is done right.

By presenting its audience with relatable experiences, EE can build stronger emotional connections that build on its credibility as the "U.K.'s best network." 

All About Connectivity

Directed by Dan Emmerson, "Parent Duty" kickstarts with different parents chaperoning their kids to all sorts of events.

One dad brings his daughter to a concert and has to take the bus full of other young concert-goers. Meanwhile, one mom goes with his son to the club and witnesses him let loose in front of a crowd. 

Another mom has become the unofficial photographer of her son's prom, snapping pictures and videos of their group with the new iPhone 16 Pro. 

As the night progresses, the parents let loose, using their new iPhones to stay connected with their children and pass the time. 

The spot ends with the narrator touting the latest from Apple as the best iPhone, which can be paired together with the best network.

Previously, Saatchi & Saatchi and Toyota teamed up for a campaign promoting the all-new Camry. 

Editing by Katherine 'Makkie' Maclang