Work — EE Bacon don't buffer

Bacon don’t buffer with 4GEE

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At a

We created an episode of Jamie Oliver’s Food Tube featuring Kevin Bacon, a bacon sarnie battle and a rather special 4GEE twist.

What happened

Youtube views
Project Details
Video content
Launch Date
September 2013

The Challenge

Think YouTube is just a repository full of sneezing panda and skateboarding cat vids? Think again. These days the site is packed with original channels and awesome content from stars of music, TV, film, sports and more.

In fact there’s only one thing that can make it even better: a super smooth, superfast 4GEE connection. That’s why we partnered with the Google-owned video website to create a mutually beneficial piece of content that would create awareness and excitement about both services.


  • Kevin Bacon and Jamie Oliver have bacon sandwich making competition in new EE ad
    The Drum

  • Jamie Oliver and Kevin Bacon battle it out to create the perfect bacon sarnie
    It's Nice That

  • EE "Bacon don't buffer"

Our Approach

When looking for a star that could embody the best of YouTube’s offering, Jamie Oliver and his award-winning Food Tube channel fit the bill perfectly.

Away from the constraints of TV, Jamie is free to adlib and interact with his online audience in an intimate and relaxed environment that’s proving a real hit with foodies: around 10,000 people are joining up every single week. Not only was he a great representative of YouTube’s new vision, but his cheeky every-man persona was perfect for EE too.

With Jamie on board it was important to create a piece of engaging content, rather than an ad that would simply be ignored. We developed a bacon sarnie battle storyline (well, what else would Kevin Bacon eat?) with a buffering device that worked as a vehicle to entertain while also telling EE’s 4G message. 


EE were able to show off 4GEE’s capabilities to 3.1 million viewers, Jamie was able to provide his Food Tube audience with an entertaining episode and YouTube could show off their service in the very best light. Everyone was happy, especially those of us who got to taste the delicious end results. 


  • Jamie’s insistence that a chainsaw was essential for the shoot!
  • Pleasing not one, but three high profile clients (Food Tube, Google, EE) and ensuring that each were equally well represented and happy with the end results.
  • The ‘Oliver sandwich’ which will hopefully now become a signature dish in each of Jamie’s restaurants. Maybe?


  • Brand Republic Digital Awards
    Winner 'Video'
  • Brand Republic Digital Awards
    Shortlist 'Advertising'
  • BIMA Awards
    Shortlist 'Video'