Comcast Doesn’t Need Your Teary Apology

By Bob Marshall 

From Goodby and prodco O Positive comes new television campaign “Homecoming” for Comcast’s Triple-Play cable TV, Internet, and telephone service, Xfinity.

If you live in a region where Comcast is the only cable service option available (as I do), you no doubt have gotten into three or four yelling matches with their “customer service representatives” when your service inexplicably goes haywire or completely disappears for weeks on end. If you’ll recall, Comcast made the Final Four in Consumerist‘s “Worst Company in America” tournament last year (after winning in 2010), only being knocked out of contention by evil ocean-ruiner, BP. This was, mind you, after Comcast was caught begging its employees to vote for competitor Charter Communications in the tournament.


It’s no wonder many Comcast subscribers turn to alternative services after their struggles lead to bouts of crippling depression. Some, like the woman in the above spot, turn to Verizon’s fiber optic network, FiOS. But, Comcast doesn’t mind, as they know you’ll come crawling back sooner or later. (They always do, don’t they?) So, when your foolish hubris spins wildly out of control, remember that Comcast knew you were stupid all along. That random increase on your monthly bill is actually punishment for feeling entitled. Credits, and one more spot that features crying and hugging, follow after the jump.

AGENCY: Goodby Silverstein & Partners
Chairmen: Jeff Goodby, Rich Silverstein
Partner/Executive Creative Director: Jamie Barrett
ACDs: Paul Charney, Stefan Copiz
Copywriter: Ryan Hoercher
Art Director: Matt McFaden
Executive Producer: Tod Puckett
Producer: Hannah Murray
Account Director: Kenny White
Account Manager: Ken Nakamura
Asst. Account Manager: Joe Isaacson
Operations Manager: Danielle Casey
Business Affairs Manager: Michael Graves
Business Affairs Associate Manager: Jennifer Jahinian

Director: David Shane
Executive Producer: Marc Grill
Line Producer: Ken Licata
DP: Mott Hupfel

EDITORIAL: Hutchco Technologies
Editor: Jim Hutchins
Executive Producer: Jane Hutchins
Assistant Editor: Joaquin Machado
Online Artist: Paal Rui

MUSIC: Elias Arts

MIX: Lime Studios
Mixers: Rohan Young, Joel Waters