Good coverage and a stable mobile connection are priceless to your consumers if you're a mobile brand, but how do you prove that your brand offers the best? In mobile provide EE's case, a mountaintop shave. 

In the campaign from Saatchi London, actor Tom Ellis ("Lucifer") goes to the top of Snowdon, the U.K.'s tallest mountain, and gets a shave with a robotic arm, which is being operated by a real barber in London via EE's 4G and 5G connections. Ellis communicates via video call with EE spokesman Kevin Bacon, himself also sporting lockdown facial hair.

The "Robot Barber" arm, developed by The Mill, features a fully mechanical custom designed hand that grasps the razor blade and carefully mirrors the gestures of the barber who, through the use of five tracking markers and state of the art motion-capture technology, is being tracked precisely as he moves. Smuggler's Henry-Alex Rubin directed the campaign film.

“As the world begins to open up again, we want customers to feel inspired about what they can do when armed with the EE network," said Kelly Engstrom, brand and demand generation communications director at EE. "We shoot our campaigns live over our public network, to show what’s possible, no matter how extreme. No smoke and mirrors, this really happened."