Comcast Shifts the Traditional Narrative for Powerful Olympic Winter Games Spot

The Olympic Games are not just a celebration of incredible athleticism, but also a moment to celebrate stories of possibilities and the next generation of Olympians. Comcast works hard to bring the inspiration of the Games to homes across the country. By shining a light on the accomplishments of the world’s top athletes, they hope to inspire future generations – the Team of Tomorrow.

However, the stories of what’s possible have historically lacked representation. Under the platform ‘Team of Tomorrow,’ Comcast has released the film “Generations” where the narrative shifts to amplify a different voice and showcasing the impact of seeing greatness from someone who looks like you.

Made in partnership with creative agency 72andSunny New York ‘Generations’ begins with Vonetta Flowers who, in 2002, became the first Black athlete to win Gold at the Winter Games. At the time, a teenage Elana Meyers Taylor watched from home and, seeing herself in Vonetta, was inspired to pursue Olympic dreams. Elana would go on to become the first woman to medal in an international competition for a traditionally men's-only event.

Elana Meyers Taylor is currently competing in her fourth Olympic Winter Games representing Team USA in Bobsled and just this week won silver in the first-ever women's Olympic monobob event.

“With this story, we wanted to remind all about the power of representation and the impact one person can have across generations. It takes one person to change what’s possible for the future,” said Jessica Mendoza, group strategy director, 72andSunny New York. 

‘Generations’ is currently airing on broadcast during the ongoing Winter Olympic Games and on digital and social media. The film is also part of the overarching Team of Tomorrow campaign, launched during the Summer Olympic Games in Tokyo.