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.
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More