EE has launched a new campaign showcasing how parents often serve as unofficial taxi drivers for their children.

promoting both its 5G services and the new iPhone 16 Pro and created in collaboration with creative agency Saatchi & Saatchi, the campaign revolves around a 60-second commercial that highlights the challenges and experiences of parenting teenagers.

The ad, titled ‘Parent Duty,’ will be featured across TV, social media, print, radio, and out-of-home channels, showcasing how EE’s 5G network and Apple’s technology keep families connected in even the busiest situations.

EE marketing communications director, Pete Jeavons said: “We are delighted to offer the new iPhone 16. Every year our customers excitedly await the launch of Apple’s new iPhone, and this year is no different.

“Our new campaign demonstrates to customers how they can make the most of Apple’s best-ever iPhone, combined with enhanced 5G on the UK’s leading network. ‘Parent duty’ illustrates this in a relatable way.”

He continued: “We understand that when parents chauffeur their children, they often find themselves with little to do but wait around. Our film shows how, with the new iPhone 16 Pro on EE, parents can entertain themselves, stay connected to their kids, and even capture some memories by snapping a few photos.”

Will John, ECD at Saatchi & Saatchi, added: “EE always reflects real life, and when you’re on parent duty, you end up wearing a lot of different hats—taxi driver, photographer, chaperone, and more

“This campaign acknowledges that and shows how EE’s enhanced 5G and the iPhone 16 help parents get through those moments, day or night, when looking after the kids.”