The Drum Awards Festival - Extended Deadline

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Client: Xfinity
Date: Jun 2018
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The World Cup marketing campaign from Xfinity, called ‘Unexpected Experts,’ is largely a social media effort involving a character named Chema the chameleon, who will take over Xfinity’s social accounts during the tournament to share stats, predict winners and drop expert knowledge with fans in a lighthearted way. This soccer-themed campaign will be aimed primarily at the US Hispanic market.

The intent of the campaign is that, with the tools that Xfinity is providing for the World Cup, including Chema, anyone watching can become an unexpected expert. Chema is seen watching people watch the matches, and promotes the features of Xfinity streaming, internet and X1 tools to enhance the viewing process. In each spot, we learn a bit more about Chema, like that he doesn’t mind interspecies dating. In one, we learn that he ruined a relationship with a butterfly because he turned red. In another, he tells that a snail he dated was a good soccer player. In a third, his color changing is precise in making a replica of a Costa Rica jersey.


Agency: Gallegos United

Chief Creative Officer/President: Harvey Marco

Chief Strategy & Engagement Officer/President: Andrew Delbridge

Executive Creative Director: Dino Spadavecchia

Creative Director: Carlos Tornell

ACD Art Director: Aaron Onsurez

Copywriter: Jeb Quaid

Head of Integrated Production (LUNA United): Adrian Castagna

Producer (LUNA United): Lillian Lopez

Planning Director: Silvina Cendra

Senior Planner: Matthew Burton

Social Media Director: Aldo Chuc

Jr. Social Media Manager: Julie Saracco

Head of Account Management: Jose Pablo Rodriguez

Account Director: Natalie Vaughn

Account Supervisor: Natalie Uribe