"The Christmas Double"

12 November 2025

1 min 45s

Putting EE into 'all the feels'.

This ongoing campaign has now established such a powerful idea about the shape of modern Britain that it's a surprise that politicians aren't yet talking about the need to capture the support of EE families. In the latest instalment — the telecoms company's first ad explicitly made for Christmas — the festive season is presented as a cross between a logistical blur and a rave.

Whilst accurate, that glib description doesn't capture the real heat at the centre of this communication, and, by that, we don't even mean the lovely pay-off at the end that makes you immediately take another look at some of the earlier interactions. Instead, we mean that the whole ad is imbued with a fierce depiction of familial love.

That EE and Saatchi & Saatchi continue to represent the reality of multi-cultural blended families in the face of vocal opposition from right-wing voices, who are ever more confident in their racism, is obviously to be applauded. But that they do so — and praise here to director Phoebe Arnstein as well — with both authenticity and positivity is what really counts.

EE has established the advertising Zeitgeist with this campaign, and here they remind us that their brand name can be found within the phrase 'all the feels', and that feels very very appropriate.

UK

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