After a hard day's work, there’s nothing better than coming home and kicking back. A new campaign from EE, ‘Clocking Off’, showcases the broadband providers' ability to connect customers' personal devices - even in the busiest households.

To bring to life the benefits of EE’s Wi-Fi 7-enabled Smart Hub Pro and Smart WiFi Pro, Publicis Groupe UK’s cross-agency team, including Saatchi & Saatchi, Digitas, Boomerang, LeSHOP and Prodigious, has created a new campaign that shows the importance of connectivity after work.

A 120-second film titled ‘Clocking Off’ embodies the feeling of work and shows how EE is able to transform connectivity in the home, providing faster speeds to people once they are clocked off.

The compelling film opens by following a group of people as they perform the robotic routine tasks of work. Shot in monochrome, audiences see workers on their commute, at their desks, stacking shelves and constructing buildings, bringing to life the repetitive nature of the working day. As workers leave and head home, the film is injected with vibrant colour and the mundane working day is replaced with a lively home environment.

In their own homes, individuals connect multiple devices, competing for bandwidth against others who have just returned home after busy working days. Those with EE’s WiFi 7 are seen kicking back with their devices, enjoying films, gaming, and watching TikTok after a long day. The spot underlines EE’s ability to connect its customers, ending with the familiar voice of Kevin Bacon: “When everyone’s home and caning the broadband, EE’s new Wi-Fi 7 router makes every device work better, even yours.”

The work underlines the importance of connectivity in the home and showcases EE’s ability to provide faster speeds and consistent connection for multiple devices. The well-crafted film is filmed with care and set to the appropriate soundtrack of ‘Left to My Own Devices’ by The Pet Shop Boys.

The campaign has been contextually planned and bought by GroupM to tactically align with the ‘Clocking Off’ timestamp of 16:59, enhancing the ad’s relevance and maximising on the 5pm feeling.

The campaign runs across TV, broadcast video on demand, online video, social, print, radio, digital audio, search and out of home. The OOH campaign, created by Saatchi & Saatchi and Prodigious, highlights how products from Samsung, Google and Xbox work better with EE’s Wi-Fi 7 Smart WiFi Pro. Social activity led by Boomerang will see an influencer-led campaign across Instagram and TikTok, which goes live later this month.

Building a campaign around that universal feeling of satisfaction when switching from a work device to a personal one, the campaign showcases EE’s power for consistent connectivity and the broadband's ability to bring relaxation.