Goodby Silverstein & Partners Spotlights Xfinity’s Engineering Prowess with Playful Films

The best technology doesn’t just help us make the most of our everyday lives, it helps us see new possibilities that never before existed. And, in some cases, it can even inspire us to ask why things are the way they are. 

Under a platform that debuted during the Paris Olympics, Xfinity and their agency Goodby Silverstein & Partners (GS&P) are unveiling a new campaign under the banner Bring on the Good Stuff that aims to push against the category status quo of internet and mobile network providers. The work raises questions designed to resonate with audiences, and then offers the answers, courtesy of Xfinity’s engineering prowess. The playful films are directed by Tom Noakes of PRETTYBIRD, a filmmaker known for his technically precise, visually audacious storytelling style.

In a spot called Hide & Seek, a woman returns home as well-known characters from the entertainment world – including Emily from Emily in Paris and the title character from Ted – scatter and hide throughout the house as a voiceover asks, “With so much great entertainment out there, wouldn’t it be easier if you could find what you want, all in one place?” The answer being Xfinity’s best-in-class content aggregation technology.

In another spot called Faraway Places, we find everyday people on devices in extremely remote places – like a father and child on a snow-capped mountain and a businessman standing in a river – as the voiceover asks, “Why choose a mobile network built for places ou’ll probably never be, instead of for where you are most of the time?” This time, the answer is Xfinity’s network of millions of superfast mobile hotspots.

“As a company, we’ve been about bringing the good stuff to people in America from day one,” explained Todd Arata, SVP of brand marketing for Xfinity. “In 1963, it started with founder Ralph Roberts wondering how Prime Time Television could be brought to the good people of Tupelo, Mississippi. Today, we’re constantly asking ourselves ‘How can we do internet better than anyone? In essence, how can we bring the good stuff to more Americans faster and easier than ever – be it at gig speeds, in 4K, across mobile screens, gaming platforms, sports, social and more?’”

“This campaign is very much about that shared love we all have for the great moments brought to life through amazing connectivity – whether it’s catching the latest episode of a hit show, catching up with an overseas relative over a video call, or streaming a sports matchup live on your phone,” said Jim Elliott, executive creative director at Goodby Silverstein & Partners. “Xfinity engineers are driven daily to bring these ‘good stuff’ moments to people in better ways than ever before, because they’re ravenous fans of these moments themselves.”

As part of the campaign, GALLEGOS United created a fully integrated effort targeting the Hispanic market. The main piece is a spot called Blooming, which features a woman building a couture fashion company from her home where floral pattern foliage springs to life throughout and inspires her to draw a new dress. Here the voiceover asks, “For all those blooming with fresh ideas, shouldn’t your home internet be powerful enough to keep up with everything you do?" Xfinity’s answer to this rumination? WiFi engineered for seamless coverage.

"We were tasked with delivering the essence of the campaign idea yet crafting a unique creative expression for Hispanics. For this audience, the internet is not just a tool, but a catalyst that fuels their journeys and accomplishments. In essence, Xfinity is the hero, while Hispanics are the superhero - Xfinity’s muse." said Pepe Aguilar, executive creative director at GALLEGOS United. "Hispanics are living proof that when their talents and determination pair with a powerful internet, there are no obstacles to what they can do.

Another spot in the campaign called What I Do cleverly captures this shared love of good stuff moments between Xfinity engineers and their customers.

The Bring on The Good Stuff campaign is slated to run through the rest of the year in broadcast, digital, and social.