Comcast’s Xfinity is partnering with iconic 1993 movie Jurassic Park for its national Super Bowl ad debut.
Xfinity’s 60-second spot, created by Goodby Silverstein & Partners and directed by filmmaker Taika Waititi, reworks a classic scene from the film. “Jurassic Park Works” also reunites several of the film’s original cast members, notably Sam Neill, Laura Dern, Jeff Goldblum, and a scene-stealing Tyrannosaurus rex.
The commercial imagines what would have happened if the theme park’s IT department (led by Samuel L. Jackson’s character) had been able to simply plug in an Xfinity connection, allowing the power grid to stay live and the visitors to continue dino-spotting before enjoying some poolside dining.
Everyone’s happy—even the Dilophosaurus. Maybe.
A teaser campaign in the run-up to the reveal included a takeover of the Jumbotron at a recent Philadelphia 76ers game, while a number of clues have been cropping up over the past week on Xfinity social platforms.
Meanwhile, various activations in San Francisco, including a Tyrannosaurus rex interactive billboard and a collaboration with Lyft, will promote the “Xfinity Imagine That” brand platform, launched with GS&P and sister Omnicom agency Carmichael Lynch.
Xfinity has previously partnered with entertainment properties Frankenstein and Wicked.
