• by Danielle Oster , November 13, 2024

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Comcast/Xfinity launched a campaign in partnership with Universal Pictures inviting viewers to “Stay Connected to Your Dreams,” created in collaboration with Comcast/Xfinity agency partner  Goodby Silverstein & Partners (GS&P). The campaign started down the yellow brick road Nov 12, ahead of  the upcoming Nov. 22 theatrical release of “Wicked,” an film version of the stage musical based on Gregory Maguire’s 1995 novel retelling the familiar  “Wizard of Oz” tale from the perspective of Oz’s witches, starring Cynthia Erivo and Ariana Grande.

The hero ad also stars Grande and Erivo as well, examining what led up to the duo taking on the roles of Elphaba and Glinda. “Stay Connected to Your Dreams” was directed by Alice Brooks, who handled cinematography for the upcoming “Wicked” film adaptation, in collaboration with “Wicked” director Jon M. Chu.

The ad shows the importance of “Wicked” to the stars through the years, helping to fuel their childhood love of film and musicals. It then follows along the evolution of their careers through their teen years and into adulthood -- including Grande’s 2011 social media post announcing that playing Glinda in “Wicked” was her dream role. The spot concludes with real footage from the 2021 conference call when Erivo and Grande learned they’d been cast in the roles of Elphaba and Glinda.

Erivo and Grande unveiled the campaign video on their social media accounts yesterday, and it will be running across television, various social media channels, and Comcast/Xfinity assets including the brand’s YouTube page and a dedicated campaign landing page.

The campaign also includes a theatrical activation that purports to break new ground in immersive technology. “Stay Connected to Your Dreams” will be running in select 4DX Regal theaters and feature immersive elements combining “on-screen visuals with synchronized motion seats and environmental effects like bubbles, wind and lightning.”

“We set out to tell a story that showcased how the power of connection, plus a bit of technology and magic, brought these two actors together and into the roles of Glinda and Elphaba,” Xfinity Chief Creative Officer Clayton Ruebensaal said in a statement.  “Connecting people and bringing them closer to incredible experiences and content like 'Wicked,' is core to the Xfinity brand.”

 

 

 

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