EE TV launches The Ultimate Flex campaign
July 13, 2026



EE has launched EE TV: The Ultimate Flex, a new multi-channel brand campaign showing how households can expand their EE TV package to include Netflix, as well as switch up their sports and entertainment packages monthly.

The campaign, created by EE’s in-house creative agency, The Exchange, will run across out of home (OOH), radio, social and digital audio and captures the summer holiday juggle, highlighting how households can switch on Netflix through EE TV and stream new content such as the Enola Holmes 3 movie, WWE content and upcoming Will Ferrell series The Hawk (pictured – launching July 16th).


From July 18th, EE and Netflix are also bringing the campaign to life in three EE Experience Stores – Studio, London Westfield, Birmingham and Merryfield – inviting customers into a Netflix-inspired sensory booth. Attendees will also receive exclusive Netflix merchandise. Beyond the in-store experience, the campaign extends across interactive social content, experiential activations and EE’s partnership with Heart Radio.

The media planning and buying for EE TV: The Ultimate Flex was handled by WPP Media’s team OpenConnect, with Posterscope managing the nationwide OOH.

Kelly Engstrom, Brand and Marketing Communications Director at EE, commented: “After a long day, there is nothing better than sitting back, switching off and finding something great to watch on TV. At EE, we understand that every household has different tastes and viewing habits that are always changing, which is why we are doing more to make sure EE TV has what they need, when they need it. With flexible packages giving customers access to incredible entertainment – from the best comedies and crime dramas to must-watch sport – EE TV gives customers more choice, flexibility and control over what they watch, all in one simple service.”

Joshua Walker, Director, Marketing Partnerships – Northern Europe at Netflix, said: “This summer, Netflix is packed with feel-good favourites and through EE TV it’s easier than ever for households to find something to watch together. From laugh-out-loud comedies and edge-of-your-seat crime dramas to eye-opening sports documentaries, there’s something for everyone in the family, whatever your mood. We’re excited to build on our partnership with EE TV to make it even simpler for customers to enjoy the best of Netflix this summer and beyond.”

Rebecca Marshall, Client President at OpenConnect, WPP Media, added: “This campaign starts with a reality many households will recognise – everyone wants to watch something different. EE TV’s flexibility solves a genuine viewer tension, and our job was to bring that to life through channels that people are already using to discover their next watch.”

With EE TV, customers can access free-to-air TV, TNT Sports, Sky Channels and Sky Originals, plus every series from HBO Max Basic with Ads with NOW – and apps including Netflix and Apple TV too. They also have the freedom to change their package every month.