Why Is Kevin Bacon in EE Advertisements?
The presence of Kevin Bacon in EE advertisements has become a notable phenomenon in the world of telecommunications and marketing. His participation in EE’s campaigns leverages the concept of 'Six Degrees of Kevin Bacon,' a cultural reference woven into the fabric of modern internet and social media interactions. This article explores the reasons behind Bacon's involvement, the marketing strategy behind it, and the impact of his presence on EE's brand image.
Marketing Strategy and Cultural Popularity
EE, a leading telecommunications provider, utilizes celebrities to create memorable and engaging ads that resonate with their wide audience base. By featuring a well-known figure like Kevin Bacon, EE aims to strengthen its brand image and promote its services effectively. Bacon's involvement adds an element of humor and relatability, making the brand more appealing to consumers.
The Birth of the Idea
The journey to having Kevin Bacon in EE ads began with a simple brainstorming session:
EE: We want an ad that emphasizes connectivity and networking.
AdMan: You know what really stands for those things these days? Six Degrees of Kevin Bacon.
EE: Wow, you're right. But wouldn't it be impossible to get Kevin Bacon on board?
AdMan: Doesn't hurt to try. Let's call Kevin Bacon's agent.
The negotiation process was both humorous and straightforward:
Agent: Sounds right up his alley. I'll have a word.
Kevin Bacon: Filming in England, I love England.
The moment was made when the agent called back:
Agent: They wanna link it in with Six Degrees of Kevin Bacon?
Kevin Bacon: Even better!
This deal marked the beginning of an iconic partnership between EE and Kevin Bacon.
Kevin Bacon's Career Context
Bacon's career has evolved over the years. His most successful years were in the 1980s and 1990s, which saw him become a household name. However, over the past two decades, he has largely been a character actor, a significant shift from his earlier status as a leading man. This change in his career path has led to a few critical observations:
decline in leading roles: Bacon's willingness to take on supporting roles and character parts has contributed to a decline in his earning potential compared to his early years in Hollywood.
no franchise linkage: Bacon has never found a franchise to base his career on, unlike many successful actors today. A notable example is his refusal to return to the Tremors franchise, which could have provided a consistent income stream.
limited box office success: Bacon has never experienced blockbuster success on his own, with his most financially successful films, such as Flatliners, A Few Good Men, and Apollo 13, contributing less than 500 million USD to the box office. This limits his earning potential further.
cancellation of a TV series: His series The Following gained initial success but was short-lived, and it hasn't created a substantial income stream for Bacon in residuals.
financial setback from Bernie Madoff: Bacon and his wife Kyra Sedgwick lost a significant portion of their wealth to Bernie Madoff's financial fraud. This loss has affected their financial stability and career choices since.
The Benefits of Working with EE
Despite Bacon's present financial and career situation, his involvement with EE offers several benefits:
high-paying commercials: Contracts with telecommunication companies often offer high payments for a few days of work, making it an attractive offer for actors like Bacon.
ease of shooting: Compared to film or television, commercial shoots are faster, more efficient, and easier to accommodate within an actor's schedule, especially for someone with limited lead roles.
local availability: Many EE commercials are shot in the New York City area, which is convenient for Bacon, given his residence in the city.
Kevin Bacon's presence in EE advertisements continues to be a testament to the power of celebrity endorsements and the cultural references that resonate in modern marketing. His involvement not only promotes EE's brand image but also adds an element of charm and relatability to their advertisements, making them more memorable and effective.