Was that supposed to be a Braveheart Scottish accent in the game-playing bit? Och, Eddie, yer boom’s oot the windae!
Created by Goodby Silverstein & Partners, the work makes its point about Xfinity’s power, speed and security with perfectly pitched humor—thanks largely to Helms. Of late, he’s been rising toward that rarified pitch-king stratosphere occupied by Ryan Reynolds and Lil Nas X. Boosted here by a snappy script, canny cameos and a WiFi-powered rocket-house, Ed should keep eyes glued to screens as he supercharges the message.
“Ed Helms has historically played supporting roles where his character was frequently the source of jokes—he was ‘beaten down,’ if you will,” Comcast SVP of brand marketing Todd Arata tells Muse. “We wanted to demonstrate how our Internet can make such an unbeatable character. Seeing him in this empowered and confident role should be fun for the audience and drive positive feelings.”
So, what’s up with those sidekicks?
“FaZe Clan has become one of the most popular esports and entertainment brands today,” Arata says. “Their sport, along with their fans, demand fast and reliable internet. And those fans span a very wide age and demographic demo, which is a great fit for us.”
And Holyfield, Arata adds, made for a knockout guardian. “We have one of the best and most complete suites of online tools to keep our customers safe across any connected screen. It’s like you have your own personal bodyguard watching over you while you’re surfing the web. Who better to play that role than the former undisputed heavyweight champion?
Ultimately, though, it’s Helms’ show, and Arata raves about his contributions: “He delivered all his lines perfectly on the first take. He improvised and made the campaign his own. As an active participant at the writers’ table, Ed made the character a unique fit with gestures, extended line and fun attitude.”
CREDITS
Client: Comcast
Brand: Xfinity
Campaign Name: Unbeatable Xfinity
Air Date: 5/9/22
Agency: Goodby Silverstein & Partners
customer
Executive Vice President, CMO: Sophia Ahmad
Senior Vice President, Brand Marketing, Messaging and Media: Peter Intermaggio
Senior Vice President, Brand Marketing & IMC: Todd Arata
Vice President, Brand Marketing Communications: Dustin Hayes
Executive Director, Brand Marketing Communications: Rose Holden
Director, Brand Marketing Communications: Erica Buchholz
Specialist, Brand Marketing Communications: Sarah Kezbari
Agency
Creative
Chief Creative Officer: Margaret Johnson
Executive Creative Director: Jim Elliott
Creative Directors: Jon Wolanske, Felipe Lima, Tristan Graham, Jon Wyville
Art Director: Jack Woodworth
Copywriter: Rob Katzenstein
Digital/Social Creative
Copywriter: Dominic Johns
Art Director: Jake Peterson
Account Services
Managing Partner: Leslie Barrett
Executive Group Account Director: Chad Bettor
Account Director: Kirsten Tsitsos, Katie Freedman
Account Manager: Morgan Wehsener, Analisa Cortes
Assistant Account Manager: Sydney Watson, Ayo Ehindero
Brand and Communication Strategy
Partner, Head of Brand Strategy: Bonnie Wan
Partner, Head of Communication Strategy: Christine Chen
Director of Brand Strategy: John Thorpe
Group Strategy Director: Kelly Evans-Pfeifer
Communication Strategy Director: Maren Severtson
Group Director Research Data & Analytics Strategist: Taylor Grant
Communication Strategist: Shneur Silverstein
Production
Executive Producer: James Horner
Senior Producer: Lori Pisani
Digital/Social Production
Senior Producer: Alisa Latvala
Producer: Nick Goldsmith
Associate Producer: Abbie Leigh, Hanna Hegnell
Business Affairs
Director of Business Affairs: Judy Ybarra
Associate Business Manager: Brittany Longden
Production Company
Company Name: Stink Films
Production Company City: Los Angeles
Director: Tractor
Managing Executive Producer: Fran McGivern
Head of Production: Ari Schneiderman
Executive Producer: Mungo Maclagan
Producer: Richard Ulfvengren
Director of Photography: Linus Sandgren
Production Designer: Timothy Moen
Costume Designer: Liz Botes
Publisher Company
Company Name: Arcade
Editing Company City: Los Angeles and New York City
Editors: Jeff Ferruzzo and Paul Martinez
Assistant Editors: Chris Messier and Eliza Kanter
Executive Producer: Crissy DeSimone
Senior Producers: Kirsten Thon-Webb and Adrienne Tararin
AudioMix
Company Name: Lime Studios
Audio Mixer: Rohan Young
Audio Assistant: Jeremy Nichols
Executive Producer: Susie Boyajan
VFXCompany
VFX Studio: The Mill
VFX Supervisor – 3D Lead: Graeme Turnbull
VFX Supervisor – 2D Lead: Rod Jimenez Baena
Producer: Amina Hussain
Executive Producer: Mark Driscoll
Creative Director: Morten Vinther
Managing Director: Anastasia von Rahl
Colour
Company Name: The Mill
Colorist: Mark Gethin
Color Assist: Nate Seymour
Color Producer: Jessica Amburgey
Senior Executive Producer: Meghan Lang Bice
Music & Sound Design
Music & Sound Design: Human
Creative Director: Gareth Williams
Head of Sync and A&R: Kamela Anderson
EP: Carol Dunn
Specific to Anthem :60:
Composer: Seth Fruiterman
Composer: Morgan Visconti
Sound Designer: Gareth Williams
.