What if your Wi-Fi was so powerful that it drew fortune-seekers from across space and time, hoping to stake their claim in it?
That’s what happens in Boomtown, a surreal world at the heart of a new campaign from Xfinity, Comcast Corporation’s telecommunications brand. Xfinity’s ads debut a new marketing platform, “The WiFi is Booming,” which makes WiFi, rather than internet access, the ultimate star of the show.
This is Austin-based shop Preacher’s first work for Xfinity since being added to Comcast’s agency roster. Preacher created the campaign in collaboration with Comcast’s in-house agency, Xfinity Creative, and director Björn Rühmann through production company Smuggler.
In each ad, a modern family boasts Wi-Fi so strong that it attracts groups of opportunists from different boom eras in history. Everyone from miners, mustachioed oil barons, and sleek tech execs try to grab a piece of the pie.
The national media buy will span broadcast, CTV, out-of-home, digital, …