The Footloose actor has fronted the brand’s marketing campaigns for over a decade, where he’s been shown attempting everything from skydiving to being shaved by a robot, all in the name of positioning EE as the U.K.’s best mobile and broadband network.

Now, Bacon’s era as the highly effective face of EE is coming to an end. Instead, he’ll serve as the voice of fresh creative work from longtime agency Publicis Groupe U.K. that puts real people at its heart, underpinned by a very British soundtrack featuring music from Fatboy Slim, Faithless and Bloc Party.