Frankenstein comes to life in Comcast Xfinity’s latest campaign

Xfinity, a division of Comcast, has introduced Imagine That, a new brand platform developed with Goodby Silverstein & Partners. The initiative is designed to position Xfinity as a provider of seamless connectivity and entertainment experiences that simplify daily life.

The platform launched nationwide with a two-minute short film featuring Universal Pictures’ classic characters Dr. Frankenstein and Frankenstein’s monster. In the story, Frank comes to life in a world powered by Xfinity, symbolising the brand’s promise of technology that works in the background to create smoother, more connected experiences. The film was directed by Lance Acord of Park Pictures.

Reimagining Universal Monsters

To bring the campaign to life, Xfinity collaborated with Universal Pictures and Universal Parks. The production team rebuilt Dr. Frankenstein’s laboratory as it appears in the “Monsters Unchained: The Frankenstein Experiment” attraction at Universal’s Epic Universe. Make-up and prosthetics artists recreated Frankenstein’s iconic green complexion, square head, and neck bolts.

Jon Gieselman, Chief Growth Officer, Connectivity and Platforms, Comcast: "At Xfinity, we’re not just imagining the future, we’re building it. From self-healing WiFi to mobile, home security, and entertainment, we’re delivering powerful experiences that work together in ways that make life simpler, safer, and a lot more fun. We believe our products should be intuitive, invisible, and inspiring, unlocking possibilities you didn’t even know you needed."

Building an integrated brand narrative

The campaign highlights Xfinity’s Internet, Mobile, and Entertainment Experience offerings. Internet customers receive whole-home WiFi with multi-gig speeds and ultra-low lag, while Xfinity Mobile offers up to 1-gig speeds with WiFi PowerBoost. The Entertainment Experience combines live TV with more than 450 streaming apps and 200,000 films, alongside features such as Enhanced 4K and Multiview.

Jeff Goodby, Co-Founder and Co-Chairman, GS&P: "It’s remarkable when Frankenstein’s creation, who seems so far from human emotion, can suddenly embody it in such a magical way. This campaign perfectly reflects a brand that opens the door to extraordinary stories and gives people unmatched access to the world’s best entertainment and connectivity."

Stories under the Imagine That banner will continue to appear throughout 2025 and into 2026. Xfinity customers can also access behind-the-scenes content from the short film via their devices by using the voice command “Halloween.”

www.xfinity.com

Follow Marketing Report on LinkedIn