EE has launched a new marketing campaign highlighting Fast Lane, its advanced 5G+ feature that provides dedicated access to faster and more reliable connections during peak usage times such as major events and rush hour. The campaign launched on 7 October 2026, with creative work from Saatchi & Saatchi and a full-funnel media strategy spanning social, broadcast, video-on-demand, out-of-home, radio, and digital audio.

Campaign Concept: Cutting Through the Crowd

The campaign features a 20-second social film created by Saatchi & Saatchi. Set in the moments after a concert, the film follows music fans leaving in a packed crowd. One fan with the new iPhone 18 Pro—highlighted for its improved battery life—maintains a strong mobile connection. To the familiar voice of presenter Nick Grimshaw, the crowd parts to create a visual 'fast lane' around her, bringing EE's Fast Lane technology to life as a dedicated section of EE's 5G+ network.

Kelly Engstrom, Brand and Marketing Communications Director at EE, explained the positioning: "The new iPhone 18 Pro deserves a network that helps customers get even more from it. With the new iPhone's big leap in battery life and EE's Fast Lane providing dedicated 5G+ connectivity at the busiest times, our campaign shows how the ultimate iPhone experience is made even better on the UK's best network. Whether leaving a packed concert or navigating everyday busy moments, we're giving our customers dedicated access to faster and more reliable connections when they need them most."

Chris Townsend, Group Creative Director at Saatchi & Saatchi, added: "Life doesn't slow down when the network gets busy. Our campaign for EE takes this familiar frustration and shows how Fast Lane on iPhone helps customers stay connected when demand is at its highest. Fast Lane helps customers – literally - cut through the crowd, proving network advantage in a relatable way and showing that when the network is at its busiest, EE is continuing to help customers stay connected to the moments that matter most."

What Is Fast Lane on 5G+?

Fast Lane is EE's network feature that connects UK consumers and small businesses to the highest-performance 5G+ lane on its award-winning mobile network. According to EE, the feature provides dedicated access to faster and more reliable connections during the busiest times, such as rush hour and major events.

EE claims to be the UK's best network, with 4G, 5G, and 5GSA coverage reaching more than 90% of the country. The operator has consistently been named UK's best overall network by RootMetrics® since 2014 and was recognised as Best Network for Consumers at the Mobile Industry Awards for four consecutive years from 2022.

iPhone 18 Pro Availability and Upgrade Options

The iPhone 18 line-up is available with a wide range of EE price plans. To support upgrades, EE is offering existing customers two pathways to access the latest models:

  • Early Phone Swap: Eligible customers on Flex Pay plans can upgrade up to a year early on selected 36- or 48-month contracts.
  • EE Trade In: Customers can trade in older devices to offset the cost of new iPhone models.

EE operates nearly 400 stores across the UK and has expanded its retail presence with flagship EE Studio and Experience stores, winning Retailer of the Year at the Mobile Industry Awards in 2024 and 2025.

Campaign Reach and Media Strategy

The integrated campaign was created by Publicis Groupe UK's cross-agency team, with paid media planned and bought by OpenConnect at WPP Media and out-of-home agency Posterscope. The campaign spans:

  • Online video (OLV)
  • Broadcast video-on-demand (BVOD)
  • Subscription video-on-demand (SVOD)
  • Out-of-home (OOH)
  • Radio and digital audio
  • Print, social, search, and programmatic

Rebecca Marshall, SVP at OpenConnect, WPP Media, noted: "The launch of a new iPhone is one of the biggest moments in the technology calendar, and EE has created a campaign that helps bring the benefits of the new iPhone 18 Pro and Fast Lane to life in a simple and relatable way. Built to increase consideration, the integrated cross-channel campaign reaches customers wherever they are, helping them understand how EE's network can keep them connected during all the important moments."

More information about iPhone 18 with EE is available on EE's website.

This article was last updated on 12 October 2026 based on EE's campaign announcement from 7 October 2026.