Xfinity Roars into the Super Bowl with a Jurassic Park Reboot
Comcast, the parent company of NBC, is making a significant splash during Super Bowl LX with a 60-second commercial for its Xfinity video service. But this isn’t just any ad – it’s a reimagining of the beloved 1993 film, Jurassic Park. The commercial cleverly leverages nostalgia and star power to highlight the reliability of Xfinity’s connectivity.
The Return of Iconic Characters
Prepare for a thrilling reunion! Sam Neill, Laura Dern, and Jeff Goldblum are all reprising their iconic roles as Dr. Alan Grant, Dr. Ellie Sattler, and Dr. Ian Malcolm, respectively. However, this time, the dinosaur scientists aren’t battling for survival; they’re enjoying a bit of downtime, thanks to the dependable Xfinity connectivity that keeps the park’s systems running smoothly. This playful twist offers a fresh perspective on the classic premise.
A Strategic Partnership
David O’Connor, chief brand officer of Universal Entertainment (part of Comcast’s NBCUniversal), explains the synergy: “For more than three decades, the franchise has captured the imagination of audiences around the world, and this partnership with Xfinity allows fans to experience that world in a completely fresh way.” By blending the timeless characters and iconic moments of the original film with modern technology, the ad aims to celebrate the legacy of Jurassic Park while introducing it to a new generation.
Beyond Promo Time: A Dedicated Investment
Comcast didn’t rely on typical promotional slots reserved for the network broadcasting the Super Bowl. Instead, the company purchased actual advertising inventory, demonstrating a significant investment in reaching the massive Super Bowl audience. This contrasts with past practices where networks like CBS, NBC, and Fox have used “promo time” to promote their own shows and initiatives. Remember CBS’s 2016 announcement of The Good Wife’s final season or the 2010 promo featuring David Letterman and Jay Leno?
A History of Cinematic Marketing
This isn’t the first time Comcast has tapped into the power of beloved films for marketing. In 2019, they surprised viewers during the Macy’s Thanksgiving Day Parade with a heartwarming reunion between E.T. and Elliott, directed by Steven Spielberg, who also directed the original Jurassic Park. The Xfinity commercial builds on this strategy, showcasing the benefits of their service in a relatable and engaging way. For example, the ad shows Laura Dern’s character streaming music and Jeff Goldblum’s enjoying a TV series via Xfinity Wi-Fi.
Following a Trend of Nostalgia
Recreating iconic Hollywood moments is becoming a Super Bowl tradition. Last year, Hellmann’s mayonnaise brought back Billy Crystal and Meg Ryan from When Harry Met Sally. In 2022, General Motors revived the cast of Austin Powers, and in 2019, Stella Artois featured Jeff Bridges as “The Dude” from The Big Lebowski alongside Sarah Jessica Parker as Carrie Bradshaw from Sex and the City. These campaigns demonstrate the power of nostalgia in capturing audience attention.
Behind the Scenes Magic
While Steven Spielberg wasn’t directly involved in directing this commercial, Taika Waititi took the helm, with Amblin Entertainment’s involvement. The ad also features the original score composed by John Williams and the expertise of Industrial Light & Magic, ensuring a faithful and visually stunning recreation of the Jurassic Park world. Goodby Silverstein & Partners served as the ad agency.
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