Posts Tagged ‘CLIO’

Xfinity and then some

Initiating…in three two one…

If those words don’t sound refreshingly familiar then you have not caught one of the better television spots to air in a long time. Why is it so good? Because it doesn’t get in the way of itself. Other than cost and clutter, I don’t know why Comcast did not run this Xfinity spot during the Super Bowl.

Xfinity is the new name for the re-branding and rollout of their new and improved digital services. According to Comcast, some 30 cable networks are providing over 2,000 hours of programming and eventually all content will be accessible on the screen of your choice, including mobile devices.

As the “launch” spot and promotional materials claim: customers will be getting more high speed Internet, more downloads, more channels, more choice, more control. Get it: infinitely more than Hulu, Direct TV, DISH, Verizon, Apple and other competitive sources of content and delivery. Get it: Xfinity.

I know some of you may be saying, “Oh, that’s so clever. Not! How un-CLIO like.” Just to be clear, I am not saying this solves everything for the Philadelphia cable giant or its 23.8 million subscribers. But you have to admit, they got this part of the equation right.

In a world where everyone is too cool for school, there are times to be straightforward and not overly clever. Ironically enough, there are times when less is more even if the pitch is all about more.

In more ways than one this commercial is spot on. It starts with a little late night mystery reminiscent of the movie Poltergeist where the TV is on and everyone is asleep.

Every thing delivers individually and collectively. The message is crystal clear, the visuals engaging and the voice over is pitch perfect; thanks to a superb use of actor John Hamm.

If you are still not buying it, at least get hip to the inside joke using Mr. Hamm; who plays the creative director of a 1960’s Madison Avenue ad agency on A&E’s award winning series “Mad Men”.

Just to prove it, I have not talked to anyone yet who recognized his voice. Sometimes the medium is not the message or if you’re lucky at least it doesn’t get in the way. Given the advertiser, the target and the topic, they appear to be getting the best of both worlds.