Xfinity's Clever Prerolls Tell You How Much the Ensuing Videos Will Cost in Data Charges

A clever new preroll campaign from Xfinity looks to help YouTube viewers cut their data bills—by warning them about how much the ensuing videos will cost to watch in data charges on their smartphones. Called "Data in Dollars," the six-second clips promote the cable company's new Xfinity Mobile network, which lets users connect to WiFi hotspots around the country to avoid cellular data charges. Goodby Silverstein & Partners created the campaign, zeroing in on popular YouTube genres and matching the ads to those categories. In one six-second bit, a woman putting on eyeliner is disgusted to discover the upcoming makeup tutorial could cost her up to $1.57. Other gags are themed around sports highlights ($1.31), a gadget review ($1.06), a movie trailer ($.17) and a music video ($0.36). In all of them, an actor—a basketball player mid-dunk, a thief fleeing the cops, a rockstar mid lip-sync—does a spit take at the price tag before the main attraction starts rolling. [kickout id="1"] YouTube helped the agency calculate the data cost of the videos. Overall, it's a fun addition to the catalog of preroll-specific experiments from brands like Geico and Ikea. And for those audiences on other platforms like Snapchat, ads will show the cost of each post they watch or share. All that's missing is a cat balking at the cost of watching a cat video. CREDITS Client: Comcast Title of Creative Work: Data in Dollars Client SVP Brand Marketing and Communications: Peter Intermaggio SVP Brand Marketing and Communications: Todd Arata Vice President, Brand Marketing and Communications: Dustin Hayes Director, Brand Marketing and Communications: Kristen Greco Brand Manager, Brand Marketing and Communications: Kate Nicol Ad Agency: Goodby Silverstein & Partners Creative Partner: Jeff Goodby Partner: Rich Silverstein Chief Creative Officer: Margaret Johnson Creative Director: Jens Waernes Creative Director: Jon Wolanske Associate Creative Director: Felipe Lima Associate Creative Director: Tristan Graham Art Director: Ricardo Matos Copywriter: Otto Pajunk Production Executive Broadcast Producer: James Horner Producer: Kateri McLucas Account Services Account Director: Lee Wilson, Shanley McClure Account Manager: Tenaya Ende Brand and Communication Strategy Dep. Director Brand Strategy: James Thorpe Brand Strategist: Lucas Goodbody Communication Strategist: Alex Oztemel Business Affairs Senior Business Affairs Manager: Chrissy Shearer Production Company Production Company: Thinking Machine Director: Docter Twins Director of Photography: Christophe Lanzenberg Executive Producer: Maria Faillace Line Producer: Amber Ventris Production Design: All Valley Yacht Club Editorial Editor: Dan Aronin Telecine Company name: Apache Colorist: Shane Reed VFX/Finishing Company name: ArsenalCreative Executive Producer: Cortney Haile Head of 2D/Lead Flame Artist: Chris Noellert Producer: Kelsey Mays Music Music Composer: Christian Moder Sound Design and Mix Company name: eLevel Senior Audio Engineer: Dave Baker Executive Audio Producer: Luke Dillon Animated Graphics Company name: eLevel Motion Artist: Karim Fawzy Motion Artist: Chad Ford Executive Post Producer: John Dutton Post Producer: Jack Whalen Snapchat Animated Graphics Company name: eLevel Motion Artist: Jacob Pryor Post Producer: Alison Plansky

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Xfinity's Clever Prerolls Tell You How Much the Ensuing Videos Will Cost in Data Charges

So, switch to Xfinity Mobile and connect to WiFi hotspots instead

Gabriel Beltrone

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Gabriel Beltrone