Comcast Shines a Spotlight on the Unpredictable Nature of a Single Day in Business

On Monday, Comcast Business launched a major new advertising campaign from Goodby Silverstein & Partners that shines a spotlight on the unpredictable nature of a single day in business. The campaign is part of a rebranding effort that positions the company as a technology partner for businesses of all sizes. 

If the past year has proven anything, it’s that there’s no telling what tomorrow might bring. Change is constant. In order to survive it, businesses have to be ready to pivot—to move quickly. And these days, companies of all sizes are using technology to do just that. 

A recent study from Goodby Silverstein & Partners found that more than half of the businesses interviewed wanted the ability to experiment with new and emerging technology in order to adapt. And nearly 60% of respondents wanted their telecom company to keep them ahead of the competition with the latest innovations.

To show how they’re helping to keep companies of all sizes future-ready, Comcast Business is launching a new advertising campaign that highlights the many challenges and opportunities that businesses are presented with each day, and shows how Comcast Business is helping to prepare them. 

The campaign will launch with a 60-second anthem TV commercial that follows the arc of a single day in businesses large and small across America, from investment firms to local coffee shops to hospitals. The stoic voiceover from Josh Brolin and anthemic backing of The Who’s “Baba O’Riley” help punctuate just how big a single day in business really is.

“Over the last 18 months, we’ve formed stronger, closer relationships with our customers by helping them adapt quickly and seamlessly,” explains Comcast business chief marketing officer and SVP, Eileen Diskin. “Whether that means helping some of the world’s biggest companies shift to a hybrid model in days or providing mom and pop shops with effortless cybersecurity solutions, we’ve proven that we’re here to prepare every business for what’s next with a human touch. This campaign is, essentially, a celebration of that readiness we provide.”

Jim Elliott, executive creative director at GS&P, further elaborates on the campaign: “This idea really came out of a truth that has become even more evident over the past year—we don’t know what the next day will bring. If you’re running a business, it’s more important than ever to prepare for any eventuality. We didn’t want to sugar coat that. There’s going to be good days, tough ones, and ones that you never expected. Comcast Business can’t change that, but they can deliver solutions and expertise to help you get the most out of each one. And in business, that’s what really matters.”

The campaign launches this May nationwide across TV, OLV, print, radio and digital.