Xfinity: advert-body-2 by Gallegos United

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.