For Xfinity’s 2012 Holiday season push, we took the insight that given the state of the economy, families couldn’t just splurge on extravagant gifts that weren’t practical or wouldn’t last. We wanted to drive home that Xfinity is the “gift that keeps on giving”. Not only are you checking gifts off your list, you’re getting one for yourself — after all you deserve it! Our concept tied closely to the strategy, resonating with our audience in key areas that truly matter with African American families: value, family, and fun.
We created a TV concept along with OOH experiential, and digital concepts to go along with it. You can read the TV concept script below, and the image above was selected to convey the tone of how it would look when shot.
“CLOSER CONNECTIONS” :30 TV concept:
VIDEO: SCENE OPENS ON THE OUTSIDE OF A CHARMING SNOW-COVERED SUBURBAN FAMILY HOME THAT IS LIT WITH CHRISTMAS LIGHTS. NUTCRACKER TYPE MUSIC PLAYS AS THE CAMERA SLOWLY ZOOMS IN SLIGHTLY AND WE CUT TO THE INSIDE. THE CAMERA PANS OVER 5 KIDS CRAWLING THROUGH A CHRISTMAS THEME DECORATED LIVING ROOM, WHILE STUMBLING AND BUMPING INTO EACH OTHER. YOU SEE THEM TRYING TO STAY HIDDEN FROM GRANDPA, WHO IS SNORING IN A ROCKING CHAIR NEXT TO A FIREPLACE.
DERRICK: Move over Ronnie!
RONNIE: Quiet Derrick! You’re gonna wake up grandpa!
KENDRA: Shhhhhhhh!!! Don’t make me come back there! (looking back)
VIDEO: THE CHILDREN KEEP MOVING ALONG AND OFF CAMERA AS WE CLOSE THE SCENE STOPPED ON GRANDPA SLEEPING IN HIS CHAIR. CUT TO A BRIGHT MORNING SCENE WITH THE GRANDKIDS AT THEIR HOUSE CROWDING IN FRONT OF A CHRISTMAS TREE AS MOM POINTS A TABLET AT THEM. CUT TO A SHOT OF GRANDPA IN HIS ROBE REACHING DOWN TO PICK UP A GIFT FROM UNDER HIS TREE, AND THEN PLOPS DOWN IN HIS ROCKING CHAIR TO OPEN IT. WE SEE HIM START TEARING THE WRAPPING PAPER. WE QUICKLY CUT TO A HEAD-ON SHOT OF ALL THE KIDS IN FRONT OF THE TREE AND THEN BACK TO GRANDPA HOLDING A TABLET WITH LIVE VIDEO OF THE KIDS ON SKYPE.
KIDS: Merry Christmas grandpa!!! (in unison)
VIDEO: WE SEE GRANDPA SMILING AND LAUGHING
GRANDPA: How did … How did you? (confused) Ah nevermind. Merry Christmas kids!
AVO: This holiday season, invest in closer connections with an Xfinity Triple Play TV, Internet, and Phone bundle.