Goodby Silverstein & Partners and director, Harold Einstein, share their mastery of comedic hyperbole in a series of little films for telco, Xfinity. The campaign promotes the brand’s superior streaming connectivity, tying it into the live sport watching season in the US.
Each scenario has fun with an awkward moment as someone tries to fill buffering time Between the Streams. The campaign of four 15-second spots and one 30-second made its debut in the US today, January 13, during the NFL Wild Card Game on Peacock. Presented as a series in the one broadcast, the humorous scenarios grow more extreme and desperate with each successive instalment.
“It’s such a great opportunity to have this much commercial real estate during a live game,” stated Goodby Silverstein & Partners executive creative director, Jim Elliott. “It allowed us to create the sense of a live episodic featuring an ensemble cast of friends seemingly watching the same live game as everyone else. It becomes a uniquely meta experience of us watching them trying to watch the game but suffering more and more throughout thanks to their inferior internet.”
“Live sports only happen once, and we wanted to raise awareness for consumers around the need for having the very best internet streaming connection in a high impact way,” added Todd Arata, senior vice president of marketing communications at Comcast. “The speed, coverage and reliability of the Xfinity 10G Network is what every fan needs in season and beyond. It’s a network made for the internet streaming of live sports and this fun campaign proves that out memorably.”
After the Wild Card Game, the campaign will run in social and online.
Credits
Client: Xfinity
Chief Creative Officer: Clayton Ruebensaal III
Creativre Agency: Goodby Silverstein & Partners
Chairs: Jeff Goodby & Rich Silverstein
Chief Creative Officer: Margaret Johnson
Executive Creative Director: Jim Elliott
Creative Director: Jon Wolanske
Associate Creative Director: Sean Smith
Art Director: Jack Woodworth
Copywriter: Matthew Bottkol
Managing Partner: Leslie Barrett
Account Directors: Chad Bettor, Kirsten Tsitsos & Michelle Kates
Account Managers: Nikki Hendriks & Dong Thai
Heads Of Strategy: Bonnie Wan & Christine Chen
Strategy Directors: Kelly Evans-Pfeifer & Adam Arola
Strategists: Lyniece Hill & Shneur Silverstein
Strategy Director: Maren Severtson
Director of Production: Jim Haight
Director of Business Affairs: Judy Ybarra
Business Affairs Manager: Brittany Paredes
Production Company: Dummy
Director: Harold Einstein
Director of Photography: Glynn Speeckaert
Producer: Michael Kanter
Post-Production: The Mill
Managing Director: Hilary Thomas
VFX Producer: Bethan Thomas
Flame Artist: Brian Williams
Grade: Company 3
Colourist: Tim Masick
Colour Producer: Ryan Moncrief
Editing: Arcade Edit
Editor: Sean Lagrange
Edit Assistant: Paulo Miramontes
Producer: Wendy Umanzor
Sound: Lime Studios
Sound Designer: Joel Waters
Sound Engineer: Joel Waters
Sound Mix: Kris Huayta
Producer: Cassie Underwood
