Oh the joys of home wi-fi, are there any? Well, naturally that depends on what package you have stumped up for and what provider you are in hock to, but one of the biggest issues is that with nearly everyone now relying on the Internet for nearly everything, you can soon end up with a snail-like connection.
Enter a new campaign from EE, designed to show how its Wi-Fi 7 Smart Hub Pro and Smart WiFi Pro, can solve the problem.
Spearheaded by a TV ad “Clocking Off”, the integrated campaign has been developed by Saatchi & Saatchi, LeShop, GroupM, Digitas UK, and Boomerang, with key placements across major shows like Good Morning, Gogglebox, Great British Bake Off, and Big Brother.
As the Pet Shop Boys classic Left to My Own Devices plays, the ad opens with gloomy scenes of people performing robotic, routine tasks at work, shot in monochrome. As the clock hits 16:59 they prepare to leave and head home and scenes move to vibrant colour, symbolising the transition from a mundane workday to a lively home environment.
At home, each individual encounters a busy household with multiple devices competing for bandwidth, resulting in delays and frustration. Once the WiFi 7 kicks in, however, family members can be seen enjoying their own moments of peace and connectivity, from recording a TikTok and watching a film, to gaming and video calling, showcasing what EE’s Wi-Fi 7 enabled technology brings to every home.
The spot ends with the familiar voice of Kevin Bacon announcing: “When everyone’s home and caning the broadband, EE’s new Wi-Fi 7 router makes every device work better, even yours.”
The activity will run on TV, BVOD, and online video backed by social media, print, radio, digital audio, search, and OOH.
EE marketing communications director Pete Jeavons said: “Our new Smart Hub Pro and Smart WiFi Pro features the latest in wi-fi tech, specially designed with our customers in mind. We know that the average household has multiple devices on the go at any one time, with each one as important as the next. As the first major provider of a Wi-Fi 7 hub, our customers can enjoy fast speeds and a more consistent connection, wherever they are in the home, so there is no need to prioritise devices.”
Publicis Groupe chief creative officer Ben Mooge added: “[This service provides customers with the best broadband experience in the home, creating space for everyone’s devices and providing reliable connectivity. Which is especially satisfying when you get back after a hard day and find everyone at home is already caning the internet. ‘Clocking Off’ takes us from the greyscale grind of the workday to the full-colour bliss of getting home, where Wi-Fi 7 makes your devices perform better.”
So, what is the consensus around the Decision Marketing office?
Well, according to this ad we are all stuck in some sort of Orwellian hell, where work is dull, monotonous and oppressive, but come 16.59 we can get away from it all and once we get home our lives are full of joy as we head into the bosom of our families.
And, to be fair, it’s well shot, well constructed and well produced, even if it is a bit far fetched – after all, when was the last time anyone finished work at 5pm? Still, no-one ever said that advertising had to portray real life and this is broadband they’re flogging so they need to stand out from the crowd…
Decision Marketing Adometer: A ‘ get a connection’ 8 out of 10
