EE ‘Incredible Your Everyday’: Not such incredible English

EE rocketAnd so to the new iPhone, which, despite us all being urged to lower consumption and ditch, among other things, unnecessary mobile phone upgrades, just keep on coming. This is the 15th iPhone in as many years, let alone the Mini, Maxi and Pro variants. And they wonder why the planet’s suffering…

Anyway, this time EE has taken up the job of shifting a few million units with a new campaign, “Incredible Your Everyday”, following the story of a father helping his daughter to live out her dreams of becoming an astronaut by using the iPhone 15 to create a DIY model rocket. (Not too sure how she would fit into this one, but ho hum.)

Created by Saatchi & Saatchi, and running across TV, out of home, social and digital, the integrated campaign is designed to build on last year’s Dream Big campaign, and celebrates the moments in everyday life that can be made, er, “incredible” with the iPhone 15 on what EE claims is “the UK’s best network”.

The TV spot, directed by Ben Strebel, follows Leila, an ambitious amateur astronaut, who enlists her dad to help her build and paint a rocket of her own, after watching real life space launches on her iPhone 15.

After several days of painstaking work, they launch their creation, cheered on by family members watching through a video call. Brand ambassador Kevin Bacon narrates the mission, explaining: “Human achievement. The drive to understand, to improve. These are the things that bring us greatness.”

The supporting OOH activity includes static and motion creative and shows the silhouettes of Leila and her dad, watching as their rocket soars into the night sky. This is overlaid with the new handset and a reminder to “Incredible your everyday with an incredible iPhone, the best network, and an everyday price”.

EE marketing communications director Pete Jeavons seems pretty chuffed with the work. He said: “We know our customers have been highly anticipating the launch of the iPhone 15 and so we are delighted to offer this coveted smartphone on the UK’s best network. This campaign showcases how the speed and reliability of EE’s network, combined with Apple’s best ever iPhone, mean that even DIY rocket builds can be made incredible.”

Saatchi & Saatchi executive creative director Will John added: “There are moments in our everyday lives that mean everything. We wanted to celebrate them and show how technology can help elevate them into something incredible.”

So, what is the consensus around the Decision Marketing office?

Well, as EE customers we do have a personal interest, especially now Apple has been dragged kicking and screaming by the European Commission to drop the “lightning cable” and adopt the universal charger, as there are loads of those lying around the place.

Many people swear by their iPhone. We quite like the ad but are yet to be convinced. And, in any case, at the risk of being picky, since when was “incredible” a verb? “Incredible Your Everyday”? No, no, no, no, no.

Decision Marketing Adometer: A “never mind rockets, where’s the English” 7 out of 10

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