Xfinity is going cross-generational. And we’re not embarrassed about it. In fact, we think it’s worth taking note. Comcast/Xfinity, which also owns NBC, Universal, and much of the civilized wired world, has figured out that many seniors are not up to speed on streaming, Wi-Fi, or many of the things the younger generations take for granted. And they are out to do something about it. Many of us who are children of the 40’s through the ’60’s grew up at a time when television meant three networks and in big cities a handful of independent stations. First cable changed all that. And now the Internet, with its ability to stream 4K content (something the cable channels generally aren’t doing), is changing the rules again, often leaving seniors behind.
Comcast’s Xfinity holiday campaign, created by ad agency 72andSunny New York, illustrates how technology can bring families closer together during the holidays.
The campaign centers on a two-minute film, titled “Hooking Up Grandma’s House,” that begins with real-life grandparents reading tweets from grandkids lamenting having to spend the holidays in their grandparents’ archaic living rooms — no WiFi or streaming TV shows.
To prove them wrong, one couple calls Xfinity to install Xfinity X1 so the grandkids won’t be unconnected during their holiday visit.
The agency sought authenticity by casting real families, specifically real grandparent-grandkid combos.
“But we hoped to find extended families,” says Bryan Rowles, partner, executive creative director, 72andSunny. “Our mission is to help people see Xfinity as the best and most modern home entertainment brand. And put it in a real and relatable context.”
Xfiniity hopes the way to bring them up to date is through their millennial grandchildren, who may regard a holiday trip to Grandma’s as being akin to an excursion into a desert wasteland. Here’s the full 2 minute clip:
Will this bridge the generational divide? Will it bring grandparents and grandchildren closer together? Well it certainly couldn’t hurt.
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