A family home becomes an air traffic control center in latest EE stunt

Tom Hooper directs film of the telecom firm's new demo of its connectivity

Published On
Dec 22, 2021

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After getting a robot barber to give "Lucifer" actor Tom Ellis a shave on the top of a mountain via 4G, telecom provider EE is back with another stunt designed to show the robustness of its connectivity. 

This time it's demonstrating its full fibre broadband's capacity, by letting an ordinary family use their home connection to help land a plane at an airport.  In a 60 second commercial from Saatchi & Saatchi London, helmed by top director Smuggler's Tom Hooper ("Les Miserables," "The King's Speech"), we see the Saley family watch on in excitement as their north London home is transformed into a remote air traffic control system connected by their EE Full Fibre Max broadband router. The remote unit was set up in the family's dining room to share data in real time directly to the pilot, aiding the smooth landing at Cambridge airport.

While all three Saley children played on their PlayStation, and their parents continued streaming content to their laptops, tablets, smartphones and other connected devices, EE specialists were able to broadcast several huge streams of data from the family home, providing accurate airspeed and rate of descent, and assisting the pilots to fly and land the plane on the runway. They also got a thank you from EE brand spokesman Kevin Bacon.

The TV ad will be combined with a nationwide out-of-home campaign and targeted digital campaign.

“Our new campaign is all about EE broadband that can handle anything you throw at it, and this real-life demonstration helps to communicate that in a really exciting way," said Pete Jeavons, marketing communications director at BT and EE, in a statement. "In today’s connected family home, we know how many devices can be online at one time and this is increasing all the time, so this demonstration was about showing that despite how many devices are already relying on EE Full Fibre, the broadband can still cope with so much more."


Dec 22, 2021
Client :
Agency :
Saatchi & Saatchi-London
Guillermo Vega
Creative Director :
Will John
Copywriter :
Alex Lucas
Art Director :
Jon Farley
Social Creative :
Alice Dowdall
Designer :
Kris Miklos
Designer :
Alex Lieven
Designer :
Kerry Roper
Planner :
Kristian Henschel
Planner :
Ophelia Stimpson
Managing Partner :
Humphrey Taylor
Business Lead :
Fergus Waddell
Account Team :
Liz Maunsell
Account Team :
Vitalia Floris
Account Team :
Sophie deGraft-Johnson
Account Team :
Adam Smith
Agency Producer :
Christian Lobo
Agency Producer :
Jade Mullem
Media Buying Agency :
Media Planner :
Tom Kislingbury
Media Planner :
Michael Bensley
Media Planner :
Rachel Cawley
Production Company :
Director :
Tom Hooper
Editor :
Paul Watts
Editor :
Scott Crane
Editor :
Bruce Townsend
Editor :
The Quarry
Producer :
Gustav Geldenhuys
Tech Production :
The 5G’s
Technical Director :
Oliver Kibblewhite
Senior Producer :
Emma Jackson
Creative Director :
Greg Furber
Lead Developer :
Wim Vanhenden
Post-Production Company :
Colorist :
Simon Bourne
VFX Supervisor :
Tim Osborne
VFX Shoot Supervisor :
Chris Redding
Flame Op :
Robin McGloin
Flame Op :
Luigi Russo
Designer :
David Lochhead
Producer :
Alexia Paterson
Audio Post-Production Company :
Factory Studios
Audio Engineer :
Dan Beckwith
Producer :
Beth Massey

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