When it comes to catching a must-watch, can’t-miss live event, nothing can ruin the fun like a poor streaming connection. That’s especially true when it comes to a live sporting event.
That’s the premise driving the latest campaign from Comcast’s Xfinity and Goodby Silverstein & Partners (GS&P), entitled “Between the Streams.” Directed by Harold Einstein of Dummy Films, the campaign–which consists of four 15-second spots and one 30-second spot–debuted during the NFL Wild Card Game this past weekend on Peacock.
“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,” said Todd Arata, SVP 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.”
In each spot, we visit the same group of friends at their NFL watch party, where a glitching moment creates a different opportunity for a partygoer to fill the awkward buffering-induced silence. The scenarios grow more comedically extreme and situationally desperate with every successive installment—pushing the friends to make admissions and expose one another in ways a seamless internet streaming connection may have never forced them to.
In this commercial, titled “Fun Facts,” a man shares that it’s impossible to lick your elbow–which a buddy nearby is quick to disprove.
“It’s such a great opportunity to have this much ‘commercial’ real estate during a live game.” said GS&P 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.”
The spots will continue to run in social and online in the coming weeks.
CreditsClient Comcast Brand Xfinity Agency Goodby Silverstein & Partners Jeff Goody, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Jim Elliott, executive creative director; Jon Wolanske, creative director; Sean Smith, associate creative director; Jack Woodworth, art director; Matthew Bottkol, copywriter; Bonnie Wan, partner, head of brand strategy; Christine Chen, partner, head of communication strategy; Jim Haight, director of production; Matthew Winks, executive producer; Phoebe Buckley, Vera Kacurova, producers. Production Company Dummy Films Harold Einstein, director; Glynn Speeckaert, DP; Michael Kanter, producer. Editorial Arcade Edit Sean Lagrange, editor; Paulo Miramontes, assistant editor; Crissy DeSimone, exec producer; Wendy Umanzor, producer. Sound Lime Studios Joel Waters, sound designer, audio engineer; Kris Huayta, assistant mixer; Susie Boyajan, exec producer; Cassie Underwood, producer. VFX The Mill Hilary Thomas, managing director/exec producer; Bethan Thomas, VFX producer; Brian Williams, Flame artist. Color Company 3 Tim Masick, colorist; Ryan Moncrief, color producer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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