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Xfinity — “Entertainment Lives Here”

It started with a script that left the creative directors in our internal presentation speechless. When Frankenstein and Medusa want Teen Werewolf to join the family at the table for dinner, they don’t shout — they just say “Scary Movies” into their Xfinity Voice Remote and *poof* there he is.

With TV viewers continuing to ditch cable for streaming services at a blistering pace, Xfinity sought to win back serious entertainment fans who are frankly exhausted by the current landscape. People get tired of trying to figure out which streamer hosts what content, while we all get overwhelmed by the sheer volume of options from time to time.

But Xfinity makes finding what to watch easy. Because humans curate content and give handpicked recommendations. Because it has everything in one place.

Because Entertainment Lives Here.

The fact is these spots were never produced. The client went with another concept from our agency instead. But I still consider this one of the smartest, most fun projects I’ve ever dreamt up, with endless possibilities for memorable storytelling from TV’s most recognizable characters and tropes behaving in unexpected ways, all while enhancing their viewing experiences or daily lives by using Xfinity. Judge for yourself:

Spot 1: Glory Days

Internal feedback worried the original script was “too meta” — so it was reworked to tell a story about a family of spooky monsters gathered around the television to watch some of dad’s old “home movies,” with Xfinity as the hero that made it easy.

Shot opens on “Papa” Frankenstein, Medusa, Teen Werewolf and Young Dracula gathered in a modern living room together. The TV is on, but no one is paying attention — until Papa grabs the Xfinity Voice Remote.

Frankenstein: [speaking into remote] Classic horror.

Teen Werewolf: [groans]
Young Dracula: Not again!

Medusa: Now, kids, you know your father loves reliving his glory days.

Close-up on Frankenstein speaking to the camera.

Frankenstein: It’s true. I can’t get enough old home movies of when I was out scaring the you-know-what out of people.

Cut to quick scenes of Frankenstein enjoying/reacting to the movies — the family not so much.

Frankenstein: [leaning in anticipation]: Wait for it… [leaps to his feet] OOOH see that? Got him good!
Frankenstein: [impressed] Wow, I was in great shape.

Back to Frankenstein close-up.

Frankenstein: And with Xfinity, there’s no searching. I just use the voice remote and… [mad scientist voice] “It’s Alive!”

Camera on whole family again, everyone now laughing and enjoying the movies together.

Frankenstein VO: So we spend less time looking for something to watch, more time bonding.

Music strikes up during final VO: Bruce Springsteen’s Glory Days. End on shot outside the house and street sign that says: “Welcome to Xfinity. Entertainment Lives Here.”

Additional spots

There were a number of alternative scripts in the can and additional storytelling ideas along these same lines including:

  • A zombie who became a zombie because Xfinity made binge-watching so easy
  • A dating show contestant can’t decide on a partner but finds shows with Xfinity no problem
  • Aliens give up abducting people because Xfinity lets them follow their favorite humans
  • Pro wrestlers who love Xfinity because they get handpicked romance recommendations
  • Children’s characters who are intense sports fans and can’t get enough Xfinity Sports App
  • A pop star throws a party at their mansion and every type of character is in attendance

Spot 2: It’s Magic

We wound up having to pivot once more over feedback that, given the size of Xfinity’s marketing department — which has many leaders to answer to across many different parts of its business — we might struggle to get approval for a running series of any scope.

So we modified our approach. Instead of building an entire Xfinity community, the TV characters were now invading the customers’ worlds, allowing for a series of one-off spots that still highlighted all the benefits. To demonstrate this new way in, we had a wizard guiding a woman on a Lord of the Rings-style quest for content.

Shot opens on a woman named Cindy sitting on the sofa, scrolling on her phone with the TV on while her partner is putting popcorn in the microwave in the kitchen behind her.

Boyfriend: Hey, why don’t you find something to watch?

Cindy: [still scrolling] Sure.

The microwave beeps and Cindy looks up…and there’s a wizard standing in the kitchen with a bowl of popcorn.

Wizard: Cindy, you must act. Only you can help us finish the quest.

Suddenly the wizard is on the sofa next to Cindy, handing her the Xfinity Voice Remote.

Wizard: Use the magic in that want

Boyfriend: Hey, babe, did you find something to watch?

Cut to a shot of the TV with the screen showing a fantasy movie or series ready to start.

Cindy: [still looking stunned] I think something found me.

Cindy presses the remote and starts the show while the boyfriend munches on popcorn, oblivious.