EE | iPhone 13 Pro: Best just got better - Ad Analysis
AI Editor notes
Straight from the gut!!
“This is a classic, solid piece of British advertising. The mock-apology is a smart, simple hook that respects the audience's intelligence. Using Kevin Bacon, who is basically part of the furniture for EE now, makes the whole thing feel effortless. It’s not going to win a bunch of creative awards for being edgy, but it absolutely gets the job done. It's clear, confident, and quietly funny.”
Quick Summary
This ad cleverly weaponizes the audience's fatigue with annual 'best ever' product claims. By framing their update as a humorous, deadpan 'apology,' EE simultaneously launches the new iPhone 13 Pro and reinforces its own network superiority in a way that feels self-aware and distinctive.
Executive Summary
In the relentless cycle of tech upgrades, consumer cynicism is a powerful force. EE’s “Best just got better” spot cleverly taps into this sentiment, not by fighting it, but by joining in on the joke. The ad succeeds by transforming a standard product announcement into a piece of self-aware brand commentary, proving that consistency in strategy and a simple creative twist can be more effective than chasing novelty.
The Core Insight here is that audiences are weary of the annual marketing hyperbole declaring each new product the 'best ever,' only for it to be superseded twelve months later. Rather than ignoring this truth, EE embraces it. The entire concept is built on a mock-serious apology for having been right last year, a premise that feels refreshingly honest and disarming.
The execution follows a simple Setup-Turn-Payoff structure. The Setup is immediate: Kevin Bacon, EE's long-standing spokesman, opens with the confession, 'Last year, I told you EE had the best iPhone ever. I lied.' This is the hook, a pattern interrupt that defies the expected celebrity endorsement. The Turn happens as he reveals the nature of the lie: it's not that the previous claim was false, but that the new iPhone 13 Pro is now even better. He provides a quick, tangible proof point by demonstrating the 'Cinematic Mode'—a smart way to integrate a product demo without breaking the narrative. The genius of the script is repeating this structure for the brand itself: he 'lied' that EE was the best network for seven years, because it's now eight. The Payoff is the wry smile and the final line tying the product (the iPhone) to the service (the network), summed up by the clear on-screen graphic. The ad doesn't just sell a phone; it sells the phone on EE, making the two propositions feel inseparable.
The Debrief for the marketing team is twofold. First, it demonstrates the immense value of a long-term celebrity partnership. Bacon's tenure with the brand allows for this kind of meta-commentary that wouldn't work with a new face. [4, 13] Second, it proves that a campaign doesn't need to be loud to be heard. In a sea of flashy, effects-driven commercials, this quiet, confident, and funny spot stands out because of its simplicity and the intelligence of its core idea.
Theme Keywords
Brand Position
The UK's number one network for performance and reliability, the best place for the best new tech.
Brand Archetype
The Ruler – Confident, authoritative, and a leader in its category.
Creative Game Plan
Subvert the tiresome annual tech upgrade narrative by having our celebrity spokesperson humorously 'apologize' for last year's claims being outdated by our own new, better offerings.
Diagnosis: Issues & Solutions
Primary Issue: Strategic Sense
The Problem:
The ad's core joke—apologizing for last year's claim—relies heavily on the viewer having seen or remembering the previous year's campaign. For an audience without that context, the 'I lied' opening might cause a moment of genuine confusion rather than landing as a clever, self-referential gag.
The Solution:
To make the concept more self-contained, a simple text overlay at the start saying 'Last Year's Ad...' before Bacon speaks could have provided the necessary context instantly, ensuring the joke lands with 100% of the audience, not just those familiar with the ongoing campaign.
Secondary Issue: Clarity of "What's Next?"
The Problem:
The ad does a great job of building desire but offers a very passive call to action. It simply states the availability ('Get the new iPhone 13 Pro on the UK's best network') without providing a clear, immediate next step for the interested consumer.
The Solution:
A more direct call to action, such as adding a specific URL like 'ee.co.uk/iphone' to the end-card or a voiceover prompt to 'Visit ee.co.uk to learn more,' would have translated the ad's persuasive power into a more measurable, actionable pathway for consumers.