EE has launched a new campaign ‘Curfew,’ which highlights how families can stay connected both in and out of the home, aligning with the summer season of going out. 

Developed by Saatchi & Saatchi, the spot kicks off with a 90-second hero film that begins with teenagers at the cinema and transitions to a parent looking out the window with the message “Don’t be late” displayed on the screen.

Set to Echo and The Bunnymen’s ‘The Killing Moon,’ it captures the concern parents feel when their teenagers are out with friends, illustrating how an EE One contract facilitates staying in touch.

The ad will debut on TV during the Premier League matches between Manchester United and Fulham on August 16, Chelsea and Manchester City on August 18, ITV Racing on August 17, and ITV1’s Long Lost Family on August 29.

“Our new campaign shows how with broadband and mobile on the UK’s best network, there is no need to compromise on connection inside or outside of the home. Curfew helps to demonstrate this in a way that will resonate with many families across the nation,” Pete Jeavons, Marketing Communications Director at EE, said in a statement. 

“We know it can be worrying when your teenager has missed their curfew due to a football match running over or a gig going later than planned, and so this campaign was about highlighting this and demonstrating that as an EE One customer you can relax knowing that the whole family is connected, and your children are just a phone call away.”

Beyond TV, the campaign will extend to cinema, BVOD, digital platforms, audio, and social media, targeting times when teenagers are typically out or with friends in the evening. 

Starting August 23, out-of-home ads will showcase selfie-style images of kids on buses and socialising, emphasising how EE One customers stay connected with unlimited data.

“As an EE One customer, your broadband comes with unlimited data sims, which means that parents can relax knowing their teenage kids are always in reach, on the best possible network,” Ben Mooge, Chief Commercial Officer at Publicis Groupe UK, added.

“Which to be honest is probably the only thing that parents won’t worry about. We can all remember being teenagers and being out late, past curfew – and as ever, EE won’t shy away from depicting the true nature of British teenage life.”