EE has launched a new digital campaign in partnership with YouTube to highlight the benefits of its super-fast 4G network for online viewing.
Hollywood actor Kevin Bacon and TV celebrity chef Jamie Oliver star in the broadband provider's latest advert, which sees the duo go head to head in a bacon sandwich-making competition.
Viewers see the stars stand side-by-side in Jamie’s kitchen to do battle in the 'sarnie-off', and initially it looks like the chef is going to wipe the floor with his opponent.
However, part-way through the contest, Jamie starts to buffer, allowing Kevin to take over and create the perfect bacon sandwich in his own time.
The ad is designed to highlight the importance of having access to super-fast broadband when streaming content online.
Spencer McHugh, Director of Brand at EE, said the service provider's "unique partnership" with YouTube will help demonstrate one of the key benefits of its network - "a far superior video streaming experience with less buffering".
"The mobile internet speeds and breadth of coverage we offer across the UK remain unrivalled," he claimed.
"And we’re always looking for innovative ways to communicate the benefits of our network online."
Hamish Nicklin, Head of Creative Agency Partnerships at YouTube, explained that around 40 per cent of YouTube views in the UK now come from mobile devices.
And for this reason, he said speed is "integral" to mobile broadband and Wi-Fi users, who want to be able to watch whatever content they wish wherever they are based.
"YouTube partners such as Jamie Oliver have a loyal and passionate audience that really engages with the content," Mr Nicklin stated.
"By partnering with them, brands are able to tap into these passionate fans to extend their message."
EE's 4G network now offers super-fast mobile broadband in more than 100 towns and cities across the UK.
In addition, double-speed 4G services are available in 20 cities - ideal for mobile device users looking to watch online content on the move.