By Kendra Barnett, Associate Editor

May 9, 2022 | 3 min read

Comcast is promoting its Xfinity Internet services by promising “unbeatable” speed, connectivity and security in a new ad starring actor Ed Helms, boxer Evander Holyfield and content creator FaZe Swagg.

Comcast today unveiled its latest campaign for Xfinity, "Unbeatable Internet," starring actor Ed Helms, best known for his roles in The Hangover and NBC’s The Office.

In the new campaign, ccreated by Goodby, Silverstein & Partners, Helms champions all the advantages of Xfinity Internet — from cheetah-fast speeds and unparalleled connectivity to monster-slaying bandwidth and superior security.

All of these advantages enable Helms to be, like so many of the characters he plays on-screen, well, unbeatable. For example, supersonic WiFi speeds launch Helms into space while Xfinity’s connectivity allows him to clone himself to maximize productivity. Along the journey, he’s joined by other stars including boxing legend Evander Holyfield and esports player and YouTuber FaZe Swagg, who help spotlight the strengths of Xfinity Internet.

Ed Helms

Comcast felt that Helms was the ideal face of the initiative because he’s a relatable figure for so many audiences. “America’s favorite best friend, Ed Helms, perfectly embodies the spirit of supersonic WiFi and how with Xfinity Internet, anyone can be unbeatable,” said Sophie Ahmad, executive vice-president and chief marketing officer at Comcast Cable, in a statement today.

In fact, Ahmad claims that Xfinity stands alone in its ability to provide the best of all worlds. The campaign is meant to highlight three of Xfinity Internet’s key differentiators: its new WiFi 6E capability and speedy gig-speed connectivity; its xFi Advanced Security offering to protect devices from a full range of cybersecurity threats; and a strong, reliable connection via Xfinity Gateways and xFi Gateways.

The sentiment is echoed by Goodby, Silverstein & Partners’ executive creative director Jim Elliott, who said in a statement: “The internet is so much at the center of our lives these days, connecting us instantly to all those things that bring us excitement and joy. Nobody does that better than Xfinity.”

He too sees Helms as an ideal face for the effort: “We thought, ‘Let’s make that excitement and joy palpable and electrifying for viewers. Let’s put our Supersonic WiFi in the hands of a relatable guy like Ed and watch him become a wide-eyed, white-knuckled superhuman.’”

The campaign will run across TV, social and digital channels starting today. Existing Xfinity customers with X1 and Flex will get an extra perk; when watching the ads on their TV, they can say, “Unbeatable You” into their remote to gain access to “a special unbeatable destination” on their screen.

The push could help Comcast further capitalize on the strong growth it’s seen of late — in its first-quarter earnings report filed last month, the organization’s chairman and chief executive Brian L. Roberts, commented: “2022 is off to a great start. For the first quarter we reported healthy growth in adjusted EBITDA and adjusted EPS, generated significant free cash flow, and increased our return of capital to shareholders.” The results indicated that it’s witnessed a 14% year-over-year lift in revenue.

Efforts like the new 'Unbeatable Internet' campaign could help Comcast capture a larger share of the internet services market.

For more, sign up for The Drum’s daily US newsletter here.

Xfinity Creative Works Future of Media

More from Xfinity

View all