I have to start off this article with a few disclaimers. I am a marketer myself, I am a lifelong Wicked fan, and I wear my heart on my sleeve similar to Ariana Grande (Glinda) and Cynthia Erivo (Elphaba).
If you haven’t seen the viral Xfinity commercial “Stay Connected to Your Dreams” you can watch it here:
If you’ve already seen it or just want a recap, it is a reenactment of both Ariana Grande and Cynthia Erivo’s childhood dreams of being a part of the Wicked production. From Broadway performances to covers at concerts to actual footage of Director Jon M. Chu inviting them to be “our” Glinda and Elphaba (tears), this advertisement is so much more than a collaboration between Wicked Part I and Xfinity. This advertisement is telling a story – a great, emotional, hopeful story. This is what I want other marketers to take from this!
Storytelling that Transcends Advertising
The beauty of this ad lies in its commitment to telling a complete story. Xfinity doesn’t focus on speeds, bundles, or tech specs; instead, it subtly reinforces its brand by associating it with something deeper. By focusing on narrative, Xfinity aligns itself with the dreams, struggles, and triumphs of real people. This connection is a priceless form of branding that traditional advertising alone rarely achieves.
For marketers, this ad serves as a reminder: the best campaigns are those that connect, not simply sell. By placing the audience’s emotional experience above a direct sales pitch, Xfinity has created something unforgettable. It’s about being part of the story—both Ariana and Cynthia’s, as well as every viewer who has ever dared to dream.
The Takeaway: Empower Your Audience Through Story
Marketers can learn from the way Xfinity taps into a shared sense of wonder and possibility. This ad doesn’t tell us to buy a product; it reminds us why we chase dreams and why we hold on to hope. By anchoring its message in storytelling, Xfinity creates a sense of belonging—inviting viewers to feel like they, too, are part of the journey.
Tell a story worth remembering. Connect with your audience on a personal level, and you’ll forge bonds that go beyond brand loyalty. After all, a great story stays with us long after the credits roll, reminding us that some connections are truly magical.
And thanks, Xfinity, for making me cry!
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