Imagine if your Wi-Fi signal was so strong that it attracted treasure hunters from all over the universe, eager to seize control of it.
This occurs within Boomtown, an absurd realm central to a fresh marketing initiative.
Xfinity
Comcast Corporation’s telecom division, Xfinity, has launched a fresh advertising campaign with the theme “The WiFi is Booming.” This initiative highlights WiFi as the main attraction instead of just focusing on internet connectivity.
This is Austin-based shop
Preacher
This is the first project for Xfinity since they were included in Comcast’s agency list. The campaign was developed by Preacher in partnership with Comcast’s internal team at Xfinity Creative, along with director Björn Rühmann via production house 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, social media, radio, retail, and print.
Marketing will continue throughout 2025 with large-scale initiatives including a Las Vegas Sphere takeover, exclusive partnerships with MLB and Wrestlemania, and nationwide activations that bring Boomtown into the real world.
Rob Baird, Preacher’s co-founder and chief creative officer, said the campaign speaks to today’s digitally-enabled households which often contain multiple generations working, streaming, texting, or gaming under a single roof.
In the ever more bewildering array of 5G options, fiber connections, and broadband services, Xfinity understands that what all customers truly desire is ubiquitous WiFi capable of managing every task,” Baird stated. “Welcome to Boomtown—a film-like universe brimming with digital plenty, where not only does the WiFi work seamlessly but it also performs exceptionally well.
According to the 2023 report, seventy-eight percent of consumers consider WiFi to be just as essential as water and electricity in their homes.
Consumer Reports National Experience Survey
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Comcast has been increasingly promoting Xfinity and has recently upgraded internet speeds for over 20 million of its customers without additional charges.
Far too long, our sector has concentrated on the cable connected to the outlet beyond your home,” stated Clayton Ruebensaal, chief creative officer at Comcast. “Our new campaign highlights the WiFi within your residence as the star, leveraging the advantage that Xfinity holds due to its advanced WiFi gear, which we design ourselves.
