I don’t work in advertising but if I did, I’d be the guy shouting outlandishly unrealistic ideas during creative meetings much to the chagrin of my colleagues. I like to imagine that’s how the new Saatchi & Saatchi spots for the 4G mobile network EE came about – that from the idea of connectivity came a reference to popular dinner party/drinking game Six Degrees of Kevin Bacon, and from there someone shouted insolently: “Why don’t we get Kevin Bacon to play his own game?”
And yet they had the good sense to pursue this and sure enough here we are treated to “Hollywood A-lister Kevin Bacon” (his words not mine) explaining how he’s connected to everyone in the universe. Kudos to the creative team for the specific British cultural references which sound fabulously incongruous from KB’s mouth (think Frank Carson and Hollyoaks) and there’s a pleasing smattering of bacon puns too.
A charmingly silly idea, scripted brilliantly, and man does it turn out we love Kevin Bacon.