Rita Ora delivers AR performance for EE's latest campaign

Tyrone Stewart

EE’s latest campaign shows off the power of the Apple iPhone 12 Pro’s augmented reality (AR) capabilities over the EE 5G network, with the help of the face of EE, Kevin Bacon, and singer-songwriter Rita Ora.

To promote the iPhone 12 Pro and EE’s Full Works plan, the ad features an AR performance from Rita Ora, where an avatar of the singer is seen dancing through London’s iconic skyline while performing her hit single ‘Let You Love Me’.

“It’s so exciting to see what is possible with EE’s next-generation technology. It was a lot of fun being part of something which really pushed the boundaries of live performance,” said Rita Ora. “Registering the movements of my hands, body and face, was cool, but seeing myself as an AR avatar, dancing around live, totally blew my mind. My first-ever 5G-powered AR performance was so incredible, and it looks phenomenal.”

The campaign will run across Twitter, Facebook, Instagram, Snapchat, TV, and video on demand. The 60-second TV spot will have highlight spots during Coronation Street, The Voice, I’m a Celebrity Get Me Out of Here, and more.

“Our latest brand campaign shows the possibilities of the next generation of mobile connectivity available through our award winning 5G network,” said Pete Jeavons, Marketing Communications Director at BT and EE. “The end-to-end AR experience, filmed live and for real, harnessed the power of the latest iPhone 12 Pro on EE 5G to create a truly captivating performance of the one-and-only Rita Ora.”

Last month, EE revealed that customers who take out its Full Works Plan for iPhone by 15 January 2021 will get 24 months access to the BT Sport app and access to EE’s new ‘Match Day Experience’, which aims to revolutionise the way we watch sports at home with video, social, and AR features.