Face-Swapped, Filtered and Memed: Xfinity’s New Ad Families Are the Internet Incarnate

GS&P created a truly odd roster of relatives

Headshot of David Griner

It’s been more than a decade since Goodby Silverstein & Partners introduced us to The Slowskys, a family of spokesturtles who were just fine without Comcast’s ultra-fast internet, thank you very much.

Since then, Comcast’s internet offering has rebranded as Xfinity, but there’s still room for odd families in the service’s marketing. This week, GS&P debuted three new, internet-embedded families who’ll anchor a campaign of short-form video ads.

The most unnerving group is The Swapsons, who’ve all been face-swapped. The baby-mom and dog-dad make for especially bizarre combinations.

Then there are The Filtertons, who live life through a lens a la Spanchat or Instagram. But unlike The Swapsons, at least they get to change their looks from time to time.

Finally we’ve got The Memesteins, who may not be digitally altered monstrosities, yet seem like the Xfinity family you’d least like to spend time with.


Ad Agency: Goodby Silverstein & Partners
Client: Xfinity

SVP, Marketing & Communications: Peter Intermaggio
SVP, Brand Marketing: Todd Arata
VP, Brand Marketing: Dustin Hayes
Executive Director, Social Marketing: Nader Ali-Hassan
Senior Director, Brand Marketing: Katie Senderowitz
Brand Marketing Manager: Maris Howard

Chief Creative Officer: Margaret Johnson
Creative Director: Jon Wolanske
Creative Director: Jens Waernes
Copywriter: Matthew Bottkol
Art Director: Grant Piper

Account Services
Managing Partner: Leslie Barrett
Group Account Director: Jason Bedecarre
Account Director: Rachel Fagin
Account Manager: Clark Gieseke
Account Manager: Lauren Berry

Executive Producer: James Horner
Senior Producer: DP Odishoo

Director of Brand Strategy: John Thorpe
Group Content Strategy Director: Nick Reggars
Senior Communication Strategist: Maren Severtson

Business Affairs
Director of Business Affairs: Judy Ybarra
Business Affairs Coordinator: Brittany Longden

Production Company: Gravy Films
Director: Cameron Harris
Executive Producer: Brent Stoller

Producer: Tanya Stephens
Editorial: Company
Company Name: Beast
Editor: Connor McDonald
Editor: Brian Lagerhausen
Executive Producer: Jon Ettinger
Producer: Tracy Colemam

Finishing/VFX Production: Allied
Flame Artists: Darren Orr, Dave Burghardt, Eric Pascua
CG Generalist: Michael Lester
Motion Designer: Joe Macken
VFX Producer: Gordon Wittmann

@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
Publish date: May 31, 2018 https://dev.adweek.com/creativity/face-swapped-filtered-and-memed-xfinitys-new-ad-families-are-the-internet-incarnate/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT