• by Danielle Oster , 4 hours ago

Actor Jeff Goldblum stars in a “Wicked: For Good” ad for Xfinity that also features his wife, dancer and former Olympic gymnast Emilie Goldblum, and their children.

The latest in the brand’s “Imagine That” campaign, the spot sees Goldblum flip on a “Wicked” playlist on the car ride home from the “Wicked: For Good” premiere, which opens up a yellow brick road route for the car to travel. His son says "Dad really is a wizard!" because Goldblum uses his Infinity home controls to tint rooms green and pink. The ad also features an appearance by “Wicked” choreographer Christopher Scott.

A collaboration between Universal Pictures, Xfinity Creative, and Goodby Silverstein & Partners (GS&P), the spot was directed by “Wicked” director of photography Alice Brooks, and features a score by composer Batu Sener, that includes nods to the songs “Defying Gravity “ and “Wonderful.” 

Promoting Xfinity’s 5-year price guarantee for “Wi-Fi that makes everything work together for five years,” the ad arrives ahead of the Nov. 21 U.S. theatrical release of “Wicked: For Good.” The spot made its online debut on Nov. 3, and a 60-second version will run in theaters through Dec. 7. The national campaign will also run across TV and social media channels. “Wicked: For Good” fans can also find the spot, as well as behind-the-scenes footage and other content, by using the “Wicked: For Good” voice command on their Xfinity smart remote.

The new ad follows the brand’s launch of the “Imagine That” brand platform, created in partnership with GS&P, with a Frankenstein-themed “Imagine That” spot  launched last month, which currently attracted 11 million views on YouTube.