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Xfinity’s Super Bowl Debut: Key Findings
Campaign Snapshot
Thirty-three years after dinosaurs broke loose on screen, Xfinity is making sure that reliable connectivity can finally keep Jurassic Park under control.
For its first-ever national Super Bowl campaign, the Comcast brand rewinds the clock to 1993 and drops modern tech into one of cinema’s most iconic disaster scenarios.
Titled “Jurassic Park…Works,” the spot imagines what might have happened if Steven Spielberg’s original film had been powered by fast, secure WiFi, mobile connectivity, and smart home tools.
Set inside the world of Universal Pictures’ original “Jurassic Park,” the campaign reunites Sam Neill, Laura Dern, and Jeff Goldblum as Dr. Alan Grant, Dr. Ellie Sattler, and Dr. Ian Malcolm.
The creative sits under the “Xfinity Imagine That” platform, which establishes the brand’s ecosystem as something that quietly powers everyday life.
“This Sunday, while millions of people watch the Big Game on NBC and Peacock, we’ll be reimagining one of the most iconic moments in movie history,” said Jon Gieselman, chief growth officer of Comcast.
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The idea hinges on a simple twist.
Instead of systems failing, Jurassic Park stays connected. The fences hold. The chaos never escalates.
And the story becomes a display of how technology supports real experiences.
It’s a smart brand marketing strategy that is rooted in hypothetical scenarios based on the world of an IP that everyone grew up loving.
Universal Entertainment Chief Brand Officer David O’Connor sees the effort as a careful balance between legacy and reinvention.
“By combining the timeless characters and iconic moments of the original film with modern technology, we’re celebrating the legacy of ‘Jurassic Park’ while introducing it to a new generation,” he said.
The campaign is also a rare example of cross-company collaboration, pulling together Universal Pictures, Amblin Entertainment, Xfinity Creative, and agency partner Goodby Silverstein & Partners.
If the Park Stayed Online
Directed by Taika Waititi, the spot sees familiar scenes take unexpected turns.
While Grant and Malcolm panic over their jeeps losing power, a simple Xfinity installation reboots the park, and everything is working once again.
So, how does a perfect weekend at Jurassic Park look with a stable connection?
We see Sattler streaming music while running alongside dinosaurs, Malcolm watching a series over WiFi, Grant livestreaming a close encounter with a T. rex using Xfinity Mobile.
To make things even more nostalgic, the classic John Williams score returns, while visual effects are handled by Industrial Light & Magic, the same studio that brought the dinosaurs to life in 1993.
Xfinity also launched physical activations in San Francisco, where select Lyft vehicles are transformed into Jurassic Park tour cars.
Dinosaur projections light up the Hobart Building, while a motion-sensing T. rex billboard appears on Market Street.
Fans may also encounter "Baby Tango," a roaming raptor from Universal Orlando Resort, alongside a park ranger engaging passersby.
Behind-the-scenes content and the original film can be accessed using the Xfinity Voice Remote, pushing the company’s efforts to simplify entertainment discovery.
As of Q3 2025, Xfinity Internet service held more than 31.4 million broadband customers in the U.S., making it one of the largest broadband providers in the country.
Lessons From Xfinity’s Jurassic Park Revival
The brand is offering a sharp case study in how brands can modernize familiar IPs while staying consistent with their brand voice.
- Revisiting iconic IP works when the original cast and tone are treated with respect.
- Experiential extensions like city takeovers help translate big-budget storytelling into tangible consumer touchpoints.
- Technology brands benefit when products remain invisible, supporting the story instead of overpowering it.
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Other brands have taken similar nostalgia-forward swings recently.
Hellmann's parodied Neil Diamond by having Andy Samberg dress up as him, while named "Meat Diamond," recreating his iconic song and changing it to "Sweet Sandwich Time."
Our Take: Is Nostalgia the Blueprint?
The moment the music swelled, I was transported back to my childhood.
What makes this campaign work isn’t the dinosaurs or the cast (though, of course, both really help).
It's how Xfinity wasn't loud about its connectivity speed or specs.
It lets the story and its take on a Jurassic Park parody do the talking and trusts the audience to connect the dots.
Here, the tech stays mostly offscreen, which is exactly the point. When connectivity works, you’re free to enjoy a weekend with the dinosaurs.
In other news, Budweiser set a heritage tone with its Super Bowl spot, bringing back the Clydesdales.
Brands benefit from partners who know how to let technology support the story without stealing focus.
These vetted creative teams help turn large-scale ideas into clear, enjoyable experiences audiences can follow instinctively.
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