Xfinity — “Entertainment Lives Here”

The television landscape has changed. Conventional wisdom tells us cable is dead or dying, and as more and more top content flocks to streaming networks, cord cutters will continue to follow suit. What does Xfinity have to offer to turn the tide?

Simplicity. Ease. Empowerment. Access. And who better to demonstrate Xfinity’s capabilities and superiority and product features than TV’s most recognizable characters themselves? That was the idea behind our “Entertainment Lives Here” campaign, which was versatile and interesting enough that we actually were able to pitch this two different ways.

Round 1

Initially, we pitched this internally as an ongoing series set in a neighborhood where TV characters all lived and used Xfinity. What made this especially interesting, though, was the characters would not behave or watch TV in ways we would expect. So children’s TV characters became ravenous sports fans, scary monsters wanted to show “home movies” to their kids and WWE wrestlers just wanted to settle into a good romance series after a long day of brawling. Then of course we would get to see all of them interact at a barbecue and other random moments around town.

Round 2

There was a legitimate concern that such a large client with many arms to its marketing department would not be able to get sign-off on a running series, so what was ultimately pitched took a slightly different approach. Instead, Xfinity worked so well, it was as if the TV characters were invading customers’ worlds. Now a child watching something on his tablet would start to imagine funny things around him, a wizard might guide a woman on a quest to find something to watch or dad would make it to the couch in time for kickoff despite all the obstacles in his way. This way, we were able to use characters, but each spot would still feel independent of the other as opposed to being set in one universe.