EE has partnered with 2000s rock band Bloc Party to release ‘Freedom’, a new advert for the telecom brand that will double up as a new music video for the group’s 2005 hit ‘So Here We Are’.
The move follows the launch of a new brand identity for EE earlier this month, showcasing how the brand can help its customer integrate their homes, gaming, learning and work.
Developed by Saatchi & Saatchi, the film will now run across TV, YouTube and social media, supported by a range of digital out-of-home, out-of-home and print executions.
“We are delighted that Bloc Party is using our film Freedom as the official music video for So Here We Are. As part of new EE’s ambition to be the most personal, customer-focused technology brand, Freedom uses real people to portray the real-life experiences and challenges of teenage life,” EE brand and demand generation communications director, Kelly Engstrom said.
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Set to Bloc Party’s iconic track, the film will resonate with people of all ages up and down the country as they reflect on their teenage years, while also highlighting new EE’s commitment to providing learning tools for all”.
The film primarily deals with the teenage experience, and the sense of freedom finally felt as the last school bell of the day rings. The creative uses real people instead of actors to build up a more accurate portrayal of teenage life in 2023.
Saatchi & Saatchi ECD, Will John added: We wanted these EE films to feel like music videos, with the music driving the narrative and emotional journey of each and every one, creating a mixtape of Modern Britain. To then have the ‘Freedom’ ad actually evolve into an official music video is amazing.”
“What’s so powerful about it is that it holds a mirror up to teenage life – and anyone can see themselves in it. People will identify with it through their own childhood memories of growing up as a kid; they’ll identify with it if they’re at that stage of their lives right now; or if they’ve got kids living through that age too. And the track is key to that. This iconic anthem from 2005 helps bring parents and older viewers along on this emotional journey too, in what is a recognition of the thrills, spills and struggles of teenage life today.”
