XFINITY continues its “future of awesome” brand story with this spot from Goodby Silverstein & Partners (GS&P) that features Gig Speed Internet. Directed by O Positive’s Jim Jenkins and lensed by cinematographer Jeff Cronenweth, the ad has family after family happy that their Internet speed has them keeping up with, if not exceeding, the proverbial next door neighbor, The Joneses. 

Titled “The Joneses,” the commercial, said GS&P creative director Jens Waernes, “is really about people discovering a new power–of an entire neighborhood getting wrapped up in a game of who has the fastest network. It’s a fun story built around a known expression (“keeping up with the Joneses”). But the message of empowerment–and the way each successive family shown thinks they’ve won the neighborhood–is really what drives the humor.” 

Credits

Client Comcast/XFINITY Agency Goodby Silverstein & Partners, San Francisco Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Jens Waernes, Jon Wolanske, Jeff Gillette, creative directors; Ryan McLaughlin, associate creative director; Stefan Copiz, art director; Chris Ford, Matt Bottkol, copywriters; Tod Puckett, director of broadcast production/music supervisor; James Horner, executive broadcast producer; Christina Wells, broadcast producer; John Thorpe, group brand strategy director; Evan Hunerberg, brand director. Production O Positive Jim Jenkins, director; Jeff Cronenweth, DP; Jason Edmonds, production designer; Marc Grill, line producer; Ralph Laucella, exec producer. Editorial HutchCo Technologies Jim Hutchins, editor; Patrick O’Leary, assistant editor; Jane Hutchins, exec producer. Online/VFX The Mill Enca Kaul, Thatcher Peterson, exec producers; Hillary Thomas, sr. producer; Chaz Pizani, coordinator; Taro DeMarco, lead Flame; Jale Parsons, Flame artist. Telecine Company 3 Dave Hussey, colorist; Liza Kerlin, exec producer. Music Marmoset Music Eric Nordby, director of music supervision; Katy Davidson, Tim Shrout, exec producers. Audio Post Lime Studios  Rohan Young, engineer; Ben Tomastik, assistant engineer; Susie Boyajan, exec producer.

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