Digital communications company EE has unveiled details of a multimillion-pound ad campaign, starring actor Kevin Bacon and inspired by the game Six Degrees of Kevin Bacon, to promote the roll-out of its new 4G service.

The campaign runs across TV, press, digital and outdoor with the first TV ad airing during The X Factor on November 3. Four further Saatchi & Saatchi TV ads air at Christmas and into 2013.