Ad of the Day: Comcast

'Don't be a Dish Head,' the cable company warns in a pair of wacky new Xfinity spots from Goodby

The advertising coming from pay-TV providers is increasingly populated by characters as wonderfully wacky as anything in their programming. Satellite company DirecTV featured Gregor the gold-plated Russian billionaire, with his mangled English and miniature giraffe. More recently, Dish Network brought us ridiculous cowboys with gargantuan hats and out-of-control facial hair. Now, it's Comcast's turn.

To promote its Xfinity offering, Comcast today debuts the "Dish Heads," satellite subscribers with parabolic appendages around their necks that get in the way at just the wrong moments. One of two new spots from Goodby, Silverstein & Partners features a couple whose satellite-TV viewing is stopped by rain. When they resort to a more physical form of entertainment, the Dish Head Romeo is thwarted in his kissing attempts. Another commercial shows two undercover cops parked in a car, with the cable user referencing a film unfamiliar to his satellite-TV watching partner, who has fewer viewing options. When the objects of their surveillance appear, the cops try to duck, with detective Dish Head alerting the suspects by sounding the car horn. "Don't be a Dish Head," says the copy on both spots.

The strategy here is to offer a symbolic reminder of the daily hindrance of satellite TV—its viewing limitations because of inclement weather and its fewer on-demand options. While the spots may lack some of the rich details of rival advertisers' efforts, they're a fun alternative to some of the more promotion-driven tactics used by pay-TV operators in a cutthroat category.


Client: Comcast

Agency: Goodby, Silverstein & Partners, San Francisco

Spots: "Date Night," "Stakeout"

Executive Creative Director: Jamie Barrett

Associate Creative Director: Paul Charney

Associate Creative Director: Stefan Copiz

Art Director: Javier Torok

Copywriter: John Lightstone

Executive Broadcast Producer: Tod Puckett

Broadcast Producer: Leila Seghrouchni

Director: Randy Krallman, Smuggler

DP: Maryse Alberti

Line Producer: Paula Cohen

Music: Big Foote Music

Sound Design: Lime Studios

Mixed by: Lime Studios

Edited by: Jim Hutchins, HutchCo

Assistant Editor: Joaquin Machado

Executive Producer: Jane Hutchins

Motion Graphics: The Lifelong Friendship Society, Brickyard VFX

Final Post/All VFX: Brickyard VFX

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