Xfinity Mixes Broadway and Broadband in Jeff Goldblum-Led ‘Wicked’ Ad

Jeff Goldblum is back in Oz, but this time, he’s selling WiFi.

Xfinity has teamed up with Universal Pictures for a "Wicked: For Good" crossover short film that sees Goldblum reprise his role as "The Wizard."

Part of Xfinity’s new “Imagine That” brand platform, the spot turns the magic of Oz into a metaphor for how the company’s technology brings households together.

“The Wicked films show us that magic lives inside all of us. Xfinity does the same inside our homes,” said Jon Gieselman, Chief Growth Officer, Connectivity & Platforms at Comcast.

“With the most reliable and intelligent WiFi, the fastest mobile service, blockbuster entertainment, and security solutions that protect what matters most, we deliver more than technology. We deliver wonder.”

Developed with creative partners from Universal Pictures, Xfinity Creative, and Goodby Silverstein & Partners, the film was directed by Alice Brooks, the cinematographer behind Wicked.

Composer Batu Sener, known for his work on the movie’s score, also contributed new arrangements of "Wonderful" and "Defying Gravity."

"Wicked: For Good comes out in theaters on November 21.

A Touch of Movie Magic

The short follows Goldblum as he leaves the "Wicked: For Good" premiere with his family.

Through a child's eyes, his home transforms into a world powered by imagination and Xfinity.

The spot ends with Goldblum in his full "Wizard" get-up, as his surroundings grow more and more magical. 

From WiFi that fuels streaming and gaming to mobile connectivity that keeps families linked, the ad then becomes a perfect mix of fantasy and function. 

Beyond its main ad spot, Xfinity is extending the campaign across multiple channels.

The full film, along with behind-the-scenes footage and extra Wicked content, can be accessed through Xfinity’s voice remote by saying “Wicked: For Good.”

Notably, a 60-second cut of the ad will also play in theaters nationwide.

The creative’s visual polish comes from Framestore and Universal’s design teams, who recreated the iconic pink-and-green sparkles from the Wicked universe.

Even Goldblum’s costume was borrowed directly from the film, tying the campaign back to its Hollywood roots and adding a layer of authenticity.

Overall, the crossover is a clear showcase of the company’s brand marketing strategy, establishing tech as an enabler of connection and creativity.

Comcast, Xfinity’s parent company, reported $123.7 billion in annual revenue in 2024, holding its position among the largest media and tech companies in the U.S.

Lessons from Xfinity’s Oz-Inspired Push

Xfinity’s partnership with Wicked is further proof that entertainment tie-ins can humanize technology.

• Entertainment crossovers work best when the story naturally aligns with a brand’s existing platform.
• Celebrity-driven campaigns perform strongly when the talent fits the brand’s tone and audience.
• Extending cinematic themes into home or retail environments keeps the brand relevant beyond the film’s release.

Other brands have found similar success in film tie-ins, particularly with the upcoming "Wicked" movie. 

Absolut, for example, teamed up with Paris Hilton to create cocktail kits inspired by the land of Oz. 

Lexus, on the other hand, teamed up with the film's director to give consumers a look behind the making of the movie. 

Our Take: Can Tech Feel Like Magic?

If you strip this campaign down, it’s really about turning bandwidth into emotion.

I like that Xfinity adopted the heart of the film it partnered with, showing how connectivity fuels imagination.

Making Goldblum’s Wizard the face of a broadband ad was a bonus.

And in a time when most tech marketing feels sterile, this latest initiative hums with life.

In other news, Liquid Death recently turned up the action with its "Running Man" collaboration.

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