Redefining Connectivity

Understanding how the Internet works can be confusing. As consumers’ lives become more optimized and efficient, they rely on connectivity more and more. The challenge is, some Internet providers use broad terms when talking about their network to appeal to consumers, yet don’t deliver an experience they deserve.

With this in mind, Comcast released “Comcast Presents: Redefining Connectivity,” a social-first content series utilizing music as a metaphor to help illustrate Comcast’s network through commonly used (but not always understood) terms: Latency, Reliability, and Speed. In three thirty-second videos, viewers meet a pianist who performs remixed classical songs to highlight the important elements of a seamless performance – for both a musician and a network.

Aimed to educate viewers in an entertaining way, this series spotlights how both the Internet and the pianist require performances in real-time, with zero disruptions, and need fast speeds to create truly enjoyable experiences.

“Comcast Presents: Redefining Connectivity” can be found across the brand’s social channels. You can view the videos here: Reliability, Speed and Latency. I’ve provided more details regarding the metaphors for each video below if helpful. Stills and credit list are attached below.

This campaign was led by Comcast’s agency partner, VaynerMedia, with production managed by Eva Nosidam Productions. Media efforts across social channels were also led by VaynerMedia.