Kevin Bacon is the longtime star of Saatchi & Saatchi's ads for U.K. mobile network EE. The campaign has been running for a while now, but to promote the brand's iPhone 8 offers, the campaign just stepped up a gear with a semi-creepy encounter in a bathroom.
The spot sees leather-jacketed Bacon surprise a customer in the bath, emerging from a laundry basket and telling him: "Relax Bob, Bacon's got your back" as he cozies up to him with a scrubbing brush. As he tells Bob about the iPhone 8, he introduces scented candles, rose petals and sax music to the room. Perhaps it's because of Bacon's history of playing edgy roles, but there's definitely something creepy about this latest turn.
Bacon does hold a towel out to preserve Bob's dignity when he leaps out of the bath naked in his enthusaism to get the new phone, but the expressions on the faces of the guy's wife and daughter when he exits the bathroom confirm what we've all been thinking: Eww.
The spot was directed by Hank Perlman at Hungry Man and will air during primetime TV, including "The X-Factor."