Content That Connects: Episode 3 - How Xfinity is Bridging Generations and Honouring Veterans with Immersive Technology

Little Black Book (LBB) and AdFusion™ from Comcast Technology Solutions (CTS) return with the third episode of ‘Content That Connects’. This production-focused series gathers industry experts to discuss purpose-driven marketing, in-housing strategies, and sustainable production practices. 

In this episode, LBB’s Americas reporter, Ben Conway, speaks with key contributors to the impactful campaign film ‘The Aviators’: Jim Elliot, executive creative director at Goodby Silverstein & Partners, Tim Flood, executive creative director at Good Kid (Comcast's first creative in-house agency for Xfinity), Dustin Hayes, vice president of brand marketing at Comcast, and Mona Dexter, Vice President of Military & Veteran Affairs at Comcast.

Directed by Academy Award® winner Kathryn Bigelow and set to a moving score by the legendary Hans Zimmer, the short film tells the story of a military aviator reconnecting with his past through virtual reality - a poignant illustration of technology’s power to bring people together.  

 

Jim Elliot begins by sharing the heartfelt story that inspired the campaign and reflects on Comcast’s mission to showcase the power of technology that connects people of all ages. Jim shares how his own father-in-law, a former aviator who hadn’t been in a cockpit for over 60 years, was surprised by his grandchildren with a VR headset simulating the plane he flew whilst in service.

Jim recalls, “He took the headset off with tears in his eyes, and then, of course, I got tears in my eyes. It was a deeply emotional moment of reconnection for him with this airplane and that chapter of his life that he absolutely loved and thought he’d never experience again.”

The conversation moved to the importance of authenticity in the campaign, a clear priority for the team who go on to reveal how real aviators were cast to ensure the campaign not only honored veterans’ experiences but also helped alleviate isolation through meaningful reconnection. Tim Flood emphasizes, “If we’re going to tell connection stories, we have to be authentic. The characters we portray have to be the real thing.”

Mona Dexter spoke of the campaign’s deeper commitment to authenticity, highlighting her team’s partnership with the armed forces to ensure accurate representation. She also shared Comcast’s broader support for veterans and their families, which includes a $1 million commitment through Xfinity’s ‘Project UP’ initiative. 

Mona continues, “As a company founded by a World War Two Navy veteran, supporting the military community has always been ingrained in our company values. There was so much serendipity around the timing of this creative ad and the development of an Xfinity offer, uniquely for the military community, but staying connected to family and friends is essential to quality of life for a population that is often so far from home and so far away from loved ones.”

Through this effort, Comcast hosted a special screening of “The Aviators” for the veterans they cast and their families at the Comcast Center, providing them with an exclusive opportunity to view the film together in a setting that honored their service. Mona continues, “It was an incredibly emotional event, and it was so moving to see their reactions, and they were just so grateful to be part of it - it gives me chills to think back to it.”

The conversion ends with Xfinity's ambitious plans to continue these efforts, whether it's with the military community or otherwise. “It’s in our DNA to tell these kinds of stories. I'm looking forward to the next one!” concludes Tim.