“That’s one small step for man, one giant leap for mankind.”
Those venerated words spoken by Neil Armstrong from the Moon on July 20, 1969 signaled a new chapter for the human race. And they serve as the inspiration for a new national spot which premiered on Super Bowl Sunday from Xfinity and Goodby Silverstein & Partners to announce the arrival of the Xfinity 10G Network which takes connectivity–as well as next level gaming–to a new level.
The 30-second spot features a detailed recreation of the Apollo 11 lunar landing which we quickly learn is actually the plotline of a futuristic video game, when a group of young gamers appears on the Moon to break the news of 10G to the celebrated astronauts. The astronauts soon realize they’re merely characters in this action-survival-thriller filled with the spectre of truly perilous moments for our unsuspecting heroes. The game, of course, is being played by these kids on Xfinity’s new and incredibly powerful 10G network.
Directed by Park Pictures’ Lance Acord, the spot—which will feature a longer form cut on YouTube—stars “SNL” vet Will Forte (“The Last Man on Earth,” “MacGruber”) and Chris Bauer (HBO’s “True Blood” and “The Wire” as well as the Apple TV+ NASA-based series “For All Man Kind”).
“10G is Xfinity’s Moon-landing moment,” said GS&P executive creative director Jim Elliott. “What it will enable for human connectivity is nothing short of awe-inspiring. We felt the occasion demanded an equally miraculous film, and Lance Acord was the perfect partner to help us revisit such a significant moment in human history with a distinctly fun, modern twist.”
Credits
Client Comcast/Xfinity Agency Goodby Silverstein & Partners Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Jim Elliott, executive creative director; Jon Wolanske, Jon Wyville, creative directors; Anthony DiMichele, Sean Smith, associate creative directors; Ryan Self, design director; Bonnie Wan, partner/head of brand strategy; Adam Arola, group strategy director; Nick Reggars, group content strategy director; Jim Haight, director of production; James Horner, executive producer; Kateri McLucas, sr. producer; Senait Hailemariam, associate producer. Production Park Pictures Lance Acord, director/DP; Jackie Kelman Bisbee, founding partner/exec producer; Scott Howard, exec producer; Caroline Kousidonis, line producer; Philip Messina, production designer. Editorial Exile Edit Matt Murphy, editor; Lee Bacak, assistant editor; CL Kumpata, managing partner; Jennifer Locke, exec producer; Jamie Perritt, Chris Meadows, post producers. Audio Post Lime Studios Rohan Young, audio engineer; Jeremy Nichols, assistant mixer; Susie Boyajan, exec producer; Cassie Underwood, producer. Sound Design LSD Michael Anastasi, sound designer; Susie Boyajan, exec producer; Cassie Underwood, producer. Music Elias Audio Branding Eric Ronick, executive creative director; Matt Phenix, head of production. VFX Pariah Pat Murphy, VFX supervisor; Michael Steinmann, head of production; Mark Tobin, managing director/EP; Gladys Bernadac, VFX producer; Russell Fell, Richie White, Steve Wolff, Fed Saccone, Rod Basham, Flame artists; Diego Binatena, jr. Flame artist; Ean Carr, Nuke artist; Mike Wynd, CG supervisor; Pete Jensen, Mitchell Jaeger, Elizabeth Hammer, CG artists; Reid Southen, matte painter; Jonathan Ficcadenti, After Effects artist. Color Trafik Mark Gethin, colorist; Nate Seymour, color assistant; Greer Bratschie, color producer; Meghan Lang Bice, exec producer.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
