Kevin Bacon skydives to show what it's like to run out of data

Kevin Bacon continues to play a starring role in advertising for U.K. telecom brand EE, in whose ads he's appeared since 2012. In his time he's made a bacon sandwich, watched "Gogglebox," helped a robot barber perform a remote shave on actor Tom Ellis and more. The latest spot from Saatchi & Saatchi shows him skydiving, in an attempt to show what it feels like when you're about to run out of data on your phone. It promotes the company's Stay Connected Data package, which offers U.K. customers unlimited backup data on essential apps, such as WhatsApp and Maps, when they reach their monthly data allowance. The campaign was helmed by Rattling Stick director James Gray. His work includes "Ad Astra," which also features a famous parachute scene. The push aims to dramatize the feeling of running out of data using the metaphor of free-falling and feeling out of control. (The company confirmed, however, that Bacon didn't perform the skydive himself; the production used a stuntman.) The ad broke on ITV this weekend and will also run in digital outdoor and video-on-demand. "Now more than ever, people are looking for great value in all aspects of their lives, and phone data is no exception," said Marketing Communications Director at EE Pete Jeavons, in a statement. "As Kevin expertly shows in our latest campaign, with Stay Connected Data, our customers can relax knowing they can always stay connected on the most essential apps, with unlimited back-up data—just in case their data ever runs out."

Kevin Bacon skydives to show what it's like to run out of data

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