EE launches new brand campaign highlighting how to get the edge with 5G+ on the UK’s best network

• EE, the UK’s best network, has launched its latest campaign, ‘Get the Edge’, showing how customers can get ahead with 5G+ on EE, it’s most powerful and reliable form of 5G connectivity, with superior performance and increased reliability meaning they can stay connected when it matters most, even in the busiest of locations.
• Created by a cross-agency team from Publicis Groupe, including Saatchi & Saatchi, Digitas, Publicis Production and LeShop the work runs across AV, Out of Home (OOH), Digital Out of Home (DOOH), Audio, Social, Online Video, Video on Demand (VOD), Cinema and Retail, with media planned and bought by OpenConnect, part of WPP Media.

EE, the UK’s best network*, has today launched its new brand campaign, Get the Edge. Created by Publicis Groupe UK’s cross-agency team, the work highlights how customers can get ahead with 5G+ on EE, it’s most powerful and reliable form of 5G connectivity*.

The campaign creative has been led by Saatchi & Saatchi, and launches with a 60s film showing how EE customers can get the edge when it matters most thanks to the reliability and speed of 5G+ on EE. With 5G+ on EE ten times faster than 4G and providing extra battery life compared to standard 5G, the campaign demonstrates how small advantages like this can often make a huge difference.

All taking place during rush hour at a busy UK train station, the creative brings together a teacher fielding a classful of young children on a school trip, music lovers trying to secure coveted gig tickets, and commuters battling to grab the last e-bike, with each scenario showing how, with 5G+ on EE, they can get the edge, even in the busiest of places. 

The work also launches across a reactive national OOH campaign featuring multiple visual representations of EE customers getting ahead of the crowds with 5G+. With bespoke regional placements in cities across the UK, regional OOH focuses on a text message narrative, with local references, highlighting the real life, recognisable pain point of messages not delivering on other networks when it matters most.

Kelly Engstrom, Brand and Marketing Communications Director at EE, commented: “As the UK’s best network, we understand that having a fast, secure and reliable connection has never been more important. Our new campaign highlights how, with 5G+ on EE, our customers can get the edge when it matters most – whether that’s nabbing tickets to their favourite band while in a busy train station or sliding in to bag the last e-bike on the commute home. With 5G+ on the UK’s best network, we are doing more to ensure our customers get the best connection possible so they never have to miss out again”.

Ben Mooge, Chief Creative Officer, Publicis Groupe UK, said: “When somehow life gets even more demanding, the smallest advantages, those marginal gains, can make all the difference. Reliant as we are on our devices, your mobile network can be the difference between winning and missing out. 5G+ on EE is that difference, network technology that gives your phone a more reliable connection and improved battery life. Needing the edge in those high pressure situations, like a busy morning commute; we’ve all been there.”

The fully integrated campaign spans AV, OOH, DOOH, audio, social, online video, VOD, cinema, customer activation and retail, and has been creatively crafted by a cross-agency team from Publicis Groupe UK, including Saatchi & Saatchi and Digitas, who handled digital content that will go live throughout the summer. Media planning and buying was from OpenConnect, EE’s dedicated team at WPP Media.

Rebecca Marshall, OpenConnect Lead at WPP Media said: “‘The ‘Get the Edge’ campaign is built around moments we all recognise, with EE bringing the benefits of 5G+ to life in those times and places where it’s most needed. By showing up in these spaces, the campaign makes that advantage feel immediately relevant.”

5G+ on EE has been designed to provide customers with stronger mobile internet connections, faster download and upload speeds, and improved video calling, especially in busy locations and at peak times. It also provides extra battery life compared to standard 5G and is ten times faster than 4G, meaning customers can get closer to the front of the queue than the back. Plus with EE’s range of unlimited data plans, as well as Safer SIMs – under-18s smartphone plans designed around different levels of independence – customers can stay in control and ahead when it matters most.

To discover more, visit: Get the edge and stay ahead with 5G+ | UK’s Best Network | EE

*UK’s best network claim based on the RootMetrics® UK RootScore® Report: H2 2025. Tested at locations across the UK with the best commercially available smartphones on 4 national mobile networks across all available network types. Your experiences may vary. The RootMetrics award is not an endorsement of EE. Visit ee.co.uk/claims for more details.

Source: Publicis Groupe UK

  Advertising, Brand Campaign, Campaign, EE, Marketing, OOH, Publicis Groupe, Publicis Groupe UK, Saatchi & Saatchi, UK, WPP Media