EE's first UK 4G ad - with Kevin Bacon

EE's just launched the UK's first LTE network, and their first advert stars Kevin Bacon talking about Kevin Bacon (and how 4G can keep you as well-connected as himself). It's a bit of a strange advert which - with the exception of what looks like an HTC One S (which they don't sell) at 1:01 - doesn't show off the phones that they're offering, but in terms of increasing brand awareness, I think it's a pretty good commercial.