WiFi Is the Modern-Day Gold Rush in Xfinity Campaign

Imagine a household with Wi-Fi so powerful, so abundant, so booming, that news of the family’s bounty travels across great distances - across time itself - beckoning fortune-seekers from earlier boom eras, racing to stake their claim.

This is Boomtown, the surreal world at the centre of Xfinity’s new brand campaign and the launchpad for its new marketing platform, 'The WiFi is Booming.'

Created by independent agency Preacher in partnership with Comcast’s in-house agency, Xfinity Creative, 'The WiFi is Booming' repositions Wi-Fi - not internet access - as the star of the show, tapping into what customers truly care about: the strength, speed, and reliability of their connection at home.

With a national media buy spanning broadcast, CTV, digital, OOH, radio, social, print, and retail, the campaign kicks off with a series of spots welcoming customers to Boomtown. Each features a modern family whose powerful Wi-Fi draws the attention of different boom-era opportunists - from moustachioed oil barons to black-clad tech executives. The spots were directed by award-winning filmmaker Björn Rühmann of Smuggler.

“If you want people to be interested, do something interesting. This campaign does that in spades on a subject people really care about - Wi-Fi. 72% of consumers think Wi-Fi is as crucial as water and electricity in their home,” said Clayton Ruebensaal, chief creative officer, Comcast. “For too long our category has been focused on the cord going into the wall outside your house. This campaign makes the Wi-Fi signal in your house the hero in a way that Xfinity is truly advantaged with superior Wi-Fi equipment that we engineer ourselves.”

'The WiFi is Booming' platform is the first work from Preacher since being added to Comcast’s roster of agencies. The platform will continue to evolve throughout 2025 with large-scale initiatives including a Las Vegas Sphere takeover, exclusive partnerships with MLB and Wrestlemania, and nationwide activations that bring Boomtown into the real world.

“In an increasingly confusing category of 5Gs, fibres, and broadbands, Xfinity knows that all consumers really want is Wi-Fi that is everywhere and can handle anything,” said Rob Baird, co-founder and CCO, Preacher. “Boomtown is a cinematic world of digital abundance where the WiFi isn’t just functioning, it’s booming. It’s a direct appeal to today’s high-performing households, where multiple generations of multiple device-wielding family members game, text, and work under a single roof.”