If you’ve spent any time watching UK television or browsing digital media over the last decade, chances are you’ve seen the smiling, familiar face of the EE advert actor. With witty remarks, down-to-earth charm, and a knack for turning mobile plans into entertainment, this actor has become synonymous with EE’s brand identity. That actor is none other than Kevin Bacon, the Hollywood legend whose presence has helped shape EE’s image as a leader in mobile and broadband services.
Kevin Bacon’s role in EE advertisements isn’t just about selling a service—he’s become the human embodiment of the brand’s values: connection, speed, reliability, and innovation. But why did EE, a British telecommunications company, choose an American movie star to be the face of their campaigns? And how has this unlikely collaboration worked so well?
Let’s meet the man behind the campaign and explore how Kevin Bacon became one of the most effective advertising icons in the UK.
Kevin Bacon: From Hollywood to Household Name in the UK
Born on July 8, 1958, in Philadelphia, Pennsylvania, Kevin Bacon rose to fame with his breakout role in the 1984 hit film “Footloose.” Since then, he has built a career spanning over four decades, with standout roles in films such as Apollo 13, Mystic River, A Few Good Men, and Hollow Man. Known for his versatility and natural charisma, Bacon is one of the few actors who seamlessly transitions between blockbuster films, indie cinema, and television.
Despite his American roots, Bacon’s move into British advertising came as a surprise to many. Yet, this cross-Atlantic casting decision wasn’t just random—EE’s branding team saw in Bacon a unique opportunity: he was relatable, iconic, and, perhaps most crucially, the star of the pop culture phenomenon known as “Six Degrees of Kevin Bacon.”
The ‘Six Degrees’ Strategy: Why EE Chose Kevin Bacon
The idea of “Six Degrees of Kevin Bacon” became a viral sensation in the late 1990s. The premise? Any Hollywood actor could be linked to Kevin Bacon through six or fewer connections. The game played off the “six degrees of separation” theory and highlighted how interconnected the world of film—and by extension, people—really is.
This concept dovetailed perfectly with EE’s mission as a telecoms provider: keeping people connected. EE wanted a spokesperson who could reinforce that idea of universal connection, and who better than the man who is a symbol of connectivity?
By linking their brand with Bacon, EE sent a subtle but effective message: no matter who you are or where you are, you’re only a few steps away from great mobile service. It was clever, creative, and culturally relevant.
Memorable EE Campaigns Featuring Kevin Bacon
Over the years, Kevin Bacon has starred in dozens of EE advertisements, often playing multiple exaggerated versions of himself. These characters are humorous takes on British stereotypes, movie stars, and digital age consumers. The idea is that Kevin Bacon, being everywhere (literally), understands every type of mobile user—and EE has the right plan for all of them.
Some of the most memorable campaigns include:
- “EE Stay Connected” Ad (2022) – Bacon is seen skydiving and loses signal mid-air, only to be “saved” by EE’s Stay Connected feature. The humor, combined with a real product highlight, made this campaign viral.
- “No Brainer Quiz Show” Series – Kevin hosted a spoof quiz show featuring guests like Stephen Fry and Rachel Riley, comparing EE’s speeds to competitors, always concluding that choosing EE is a “no brainer.”
- BT Sport Casting (with Delia Smith) – Bacon helped the beloved chef cast a football match from her phone to the TV, showcasing EE’s BT Sport streaming abilities. It was quirky, charming, and very British.
- “Bacon Don’t Buffer” with Jamie Oliver – In this campaign, Bacon and Oliver demonstrated the power of EE’s 4G by racing to make a bacon sandwich with zero buffering interruptions.
Each ad is a mix of humor, product benefit, and personality—something Bacon excels at.
Cultural Reception: British Viewers Love Kevin Bacon
Choosing an American actor for a British telecom brand might have backfired—but it didn’t. In fact, Kevin Bacon’s unexpected appearance turned out to be a stroke of genius. British audiences responded positively to his affable nature, self-deprecating humor, and willingness to poke fun at his celebrity image.
Rather than taking center stage as a glamorous Hollywood figure, Bacon plays along with the brand’s down-to-earth tone. He doesn’t act above the product—he becomes part of it. His “everyman” appeal resonates across demographics, from tech-savvy millennials to older generations just looking for better network coverage.
EE’s strategy worked: the campaigns increased brand recognition, boosted customer loyalty, and helped EE maintain its position as the UK’s leading 5G network.
Kevin Bacon on EE: His Thoughts on the Role
Bacon himself has spoken about his unexpected popularity in the UK thanks to EE. In interviews, he’s called the campaign “fun,” “playful,” and “one of the most enjoyable roles” he’s taken on. Despite a long list of serious acting credits, Bacon says he enjoys the freedom to experiment and embrace silliness with the EE team.
He’s also acknowledged the success of the campaign, noting that he’s often recognized in the UK because of the adverts more than his film work. “It’s funny,” Bacon once said, “I come to London and people shout ‘EE!’ or ‘Kevin Bacon internet guy!’ It’s not what I expected from my acting career—but I love it.”
EE’s Brand Growth with Bacon at the Helm
EE’s decision to work with Kevin Bacon was more than a casting choice—it was a long-term brand strategy. Since the launch of their first campaign together in 2012, EE has:
- Grown to become the UK’s largest and fastest mobile network
- Led the charge in 5G innovation, being the first UK operator to launch 5G in 2019
- Maintained high brand recall and customer engagement
- Built a cohesive advertising identity across platforms
Kevin Bacon remains a core element of this success. Even when he’s not the sole focus of a campaign, his presence anchors EE’s brand tone: witty, modern, accessible, and always connected.
Conclusion
Kevin Bacon’s role as the EE advert actor is more than a gimmick—it’s a case study in how celebrity branding, when done right, can elevate a company’s public image. Through humor, consistency, and authenticity, Bacon has become a trusted face in UK marketing.
EE didn’t just hire an actor; they partnered with a pop culture icon who could carry their message in a way no one else could. And Bacon didn’t just endorse a brand—he embraced it. In return, the British public embraced him.
For over a decade, this partnership has thrived, proving that even in the fast-moving world of digital marketing, authenticity and clever storytelling never go out of style.
FAQs
1. Who is the actor in the EE adverts?
The actor is Kevin Bacon, a Hollywood veteran known for roles in Footloose, Apollo 13, and Mystic River. He’s been the face of EE’s advertising campaigns since 2012.
2. Why did EE choose Kevin Bacon?
EE chose Bacon due to his connection to the “Six Degrees of Kevin Bacon” concept, which aligned perfectly with the brand’s messaging around connectivity. His relatable persona and cross-generational appeal made him ideal for the UK market.
3. Are the EE adverts filmed in the UK?
Yes, most of the EE adverts featuring Kevin Bacon are filmed in the UK and tailored specifically for the British audience, often featuring local celebrities or cultural references.
4. Does Kevin Bacon actually use EE?
While Kevin Bacon promotes EE in advertisements, there is no public statement confirming whether he uses the service personally. However, he has expressed genuine enjoyment in working with the brand.
5. Is Kevin Bacon still in EE adverts?
Yes, though his presence in recent years has become more strategic and less frequent. He continues to be associated with the brand, often appearing in major campaigns and special launches.
Also read: Banned Adverts: The Most Controversial Commercials of All Time.