iPhone 16 - "Parent Duty" (2024) :60 (UK)

EE has launched the "Best On The Best" campaign to promote the new iPhone 16 Pro, showcasing its capabilities with EE's enhanced 5G. The campaign includes a film called "Parent Duty" and features OOH ads and social media assets. The iPhone 16 line-up is available with various EE price plans, including trade-in options. The campaign launches tonight with this sixty second film.

Set to the soundtrack ‘A Little Bit of Luck’ by DJ Luck & MC Neat, the spot places iPhone 16 Pro at the heart of the story, demonstrating how families can stay connected, even in the busiest places, with Apple’s most advanced smartphone technology along with EE’s enhanced 5G. Parent Duty ends as the familiar voice of Kevin Bacon states “It's the best iPhone on the UK's best network.”

The campaign also features OOH, created by Saatchi & Saatchi, highlighting the Best On The Best messaging, as well as EE’s enhanced 5G and the new iPhone 16 Pro, the first iPhone built for Apple Intelligence*. Social first assets, created by Boomerang, use key moments from the Parent Duty film, with the edits weaved together and playing on social trends and styling which showcase both the new iPhone 16 Pro and the power of the EE mobile network.

Additionally, the campaign features a retail takeover of EE’s flagship Studio store at Westfield London, White City. To celebrate the launch of the new iPhone 16 Pro, the entire storefront will be transformed with iPhone content. Every screen and display will announce that EE is the ultimate destination to purchase the new iPhone 16 Pro, inviting shoppers to experience enhanced 5G on the UK’s best network.

Pete Jeavons, Marketing Communications Director at EE, comments: “We are delighted to offer the new iPhone 16. Every year our customers excitedly await the launch of Apple’s new iPhone, and this year is no different. Our new campaign highlights to customers how they can get the best out of Apple’s best ever iPhone with enhanced 5G on the UK’s best network, with our film Parent Duty helping to demonstrate this in a relatable way. We know when parents chaperone their children, they can often find themselves at a loose end with nothing to do but wait on the sidelines. Our film shows how with the new iPhone 16 Pro on EE, parents can entertain themselves, stay connected to their children and even get involved in the fun by capturing a photo or two”.

Will John, Executive Creative Director, Saatchi & Saatchi adds: “EE always reflects real life and when you’re on parent duty for your kids you can be wearing many different hats: taxi driver, official photographer, chaperone and more. This campaign looks to recognise that and demonstrates how EE’s enhanced 5G alongside the new iPhone 16 helps parents make it through the night (and day) when you're looking after the kids”.

CREDITS
CAMPAIGN TITLE: Best on the Best
CLIENT: EE

ADVERTISING AGENCY: Saatchi & Saatchi
CCO PUBLICIS GROUPE UK: Ben Mooge
EXECUTIVE CREATIVE DIRECTOR: Will John
CREATIVE DIRECTOR: Chris Townsend
SENIOR COPYWRITER: Hector Dudding
SENIOR ART DIRECTOR: Oliver Quinn
PLANNING PARTNER: Olivia Stubbings
PLANNING DIRECTOR: Will Moore
PLANNER: Bridget Moyle
MANAGING DIRECTOR: Jon Tapper
BUSINESS LEAD: Katya Hanbury-Williams
ACCOUNT DIRECTOR: Dyfed Thomas
ACCOUNT MANAGER: James Neilson
HEAD OF PRODUCTION: Rachel Solomon
AGENCY PRODUCER: Rosie Nolan
AGENCY PRODUCER: Amy Oldfield

RETAIL WORK
CREATIVE DIRECTOR: Mike Tran
SENIOR COPYWRITER: Joe Fletcher
SENIOR ART DIRECTOR: Kurt Strong
MOTION DESIGNER: Babajide Amusu
BUSINESS LEAD: Justin Hyde
SENIOR ACCOUNT MANAGER: Ali Boanas-Smith
PROJECT MANAGER: Ameer Bacchus

PRODUCTION: Prodigious
DESIGN DIRECTOR: James Crickmore
DESIGNER: Anna Hahto
MOTION DESIGNER: Bella Cologlu

MEDIA BUYING AGENCY: EssenceMediacomX
MEDIA PLANNER: Kyle Williams

SOCIAL AGENCY: BOOMERANG
ECD: Ian Gambier
COPYWRITER: Rebecca Cartey
ART DIRECTOR: Judith Gruntjes
BUSINESS LEAD: Emma Hibbitt
PRODUCER: Crystal Matthews/ Rosie Nolan
STRATEGIST: Ciaran McManus

PRODUCTION COMPANY: SOMESUCH
Director: Dan Emmerson
DOP: Benoit Soler @benoitsoler
MANAGING DIRECTOR / EXEC PRODUCER: Chris Watling
Exec. Producer: Daniella Manca
Head Of Production: Georgina Fillmore
Producer: Elly Camisa @ellycamisa
Production Manager: Patch Wadsworth @patch_wadsworth
Production Manager: Antonia Vickers @aavickers
Production Assistant: Roxanne Ogilvy Watson @ogwat
Production Assistant: Sophia Dembtzer @sophiadembitzer
Cast Coordinator: Carys Duffield @carysevsa
Production Assistant: Lettice Yardley @letticeyardley

EDIT HOUSE: MARSHEEN
Edit house: MARSHEEN @marsheen
Editor: Ben Crook @bencrookbencrook
Edit Assistant & Social Film Editor: Matthew Blacklock @matthewblacklock
Edit Producer: Harriet Cawley @littleneng

AUDIO POST PRODUCTION – FACTORY STUDIOS
Creative Director for Audio – Anthony Moore
Sound design and mix – Jack Hallett
Additional sound design and mix (socials) – Josh Campbell
Audio producer – Ciara Wakley

POST HOUSE: HARBOR
Colourist – Alex Gergory
Shoot Supervisor Tito Fernandez
VFX Lead - Ahmed Al Azma
VFX - Sam Meisles and Joe Tang
Senior Producer Abi Klimaszewska and Hannah Jarrold