Comcast’s Xfinity campaign for the holidays, created with ad agency 72andSunny, shows how technology can actually bring families closer.
The campaign entitled, “Hooking Up Grandma’s House,” is a two-minute film involving real-life grandparents reading tweets (a la Jimmy Kimmel’s “Mean Tweets”) from grandchildren lamenting the need to spend the holidays at their grandparents’ old-fashioned, no wifi, non-streaming living rooms. To prove them wrong, one couple calls Xfinity to install Xfinity X1 so their grandkids won’t be “off-the-grid” during their holiday visit.
The agency sought authenticity by casting real families, specifically real grandparent-grandkid combos.
“We discovered a bunch of tweets from grandkids lamenting the technological black hole that is Grandma’s house during the holidays,” Bryan Rowles, executive creative director at 72andSunny New York, tells Adweek . “We immediately related to that plight. It’s such a universal experience. So we set out to prove that Xfinity could be a catalyst for bringing families together, and can make Grandma’s house the most awesome place to be.”
Xfinity has often featured “real people” in its advertising campaigns.
In addition to the two-minute spot, the integrated campaign includes 90-, 60-, and 30-second clips. There are three 15-second ads that focus on individual Xfinity features, like newly introduced Netflix integration and voice search abilities. There are also three teaser 15-second spots featuring “outraged” grandparents reading tweets from their grandkids for the first time.
The work appears in digital and social media channels, including Facebook, Twitter and Snapchat.
READ MORE: Adweek