We’ve all said it before, often while grinning through less-than-ideal life circumstances that could have been avoided if we’d known that there was a better option and that we didn’t have to settle.
The phrase serves as inspiration for the latest comedic campaign, “Not That Bad,” for Xfinity from agency Goodby Silverstein & Partners (GS&P), Directed by Spencer Riviera of O Positive Films, the spots in the campaign, including this one titled “Bear Trap,” depict the lives of people burdened by not just comical physical setbacks but also technological setbacks–namely, no home internet.
In this commercial, a father soldiers through life with a bear trap clamped to his leg, inadvertently ruining matters for himself, his family and even their dog.
“We wanted to capture comedic situations where the takeaway is ‘Oh, there’s an obvious, easy choice to be made here,’” said GS&P creative director Jon Wolanske. “We’ve all said ‘It’s not that bad’ about a life choice we know could have been improved upon. But when it comes to the protagonists you see in this campaign, no, it really is that bad. In more ways than one.”
Credits
Client Xfinity Agency Goodby Silverstein & Partners Margaret Johnson, chief creative officer; Jim Elliott, executive creative director; Jon Wolanske, Jon Wyville, creative directors; Matt Bottkol, copywriter; Grant Piper, art director; Jim Haight, director of production; Stephanie DeNatale, executive producer; Cindy Epps, sr. producer; Kelly Evans-Pfeiffer, deputy brand strategy director; Lyniece Hill, jr. brand strategist; Jane Warren, deputy director of research strategy; Maren Severtson, communications strategy director; Shneur Silverstein, communications strategist. Production Company O Positive Spencer Riviera, director; Kristian Kachikis, DP; Jason Reda, producer; Ralph Laucella, Marc Grill, exec producers. Editorial Hutchco Jim Hutchins, editor; Jimmy Hutchins, assistant editor; Jane Hutchins, exec producer. Telecine Company 3 Dave Hussey, colorist; Mario Castro, color producer. VFX/Finishing House of Parliament Lexi Stern, exec producer; Michael Novo, sr. VFX producer; Keith Sullivan, shoot supervisor/creative director; Philip Ineno, shoot supervisor. Music The Musicbed (licensed track). Sound Design Lime Studios Joel Waters, sound designer, creative director; Susie Boyajan, head of production. Audio Post Lime Studios Joel Waters, mixer; Collin Thomas, assistant mixer; Cassie Underwood, producer; Susie Boyajan, exec producer.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More