-author-avatar_thumbnail.jpg){kind=avatar}
Comcast's Xfinity has launched a new spot starring "Wicked" stars Ariana Grande and Cynthia Eviro to promote the upcoming cinematic adaptation of the beloved musical.
Made together with full-service advertising agency Goodby Silverstein & Partners, the short film shows the actresses' humble beginnings, before shooting to stardom.
From their childhood to the present, "Stay Connected to Your Dreams" highlights the impact "The Wizard of Oz" had on them, inspiring them to pursue their dreams.
Apart from socials, the new short film will also be screened in 4DX theaters across the country, giving viewers an immersive and unique cinema experience.
Xfinity Chief Creative Officer Clayton Ruebensaal expressed his team's thrill in bringing the excitement of "Wicked" to the brand in a statement:
"We set out to tell a story that showcased how the power of connection, plus a bit of technology and magic, brought these two actors together and into the roles of Glinda and Elphaba.
Connecting people and bringing them closer to incredible experiences and content like Wicked, is core to the Xfinity brand,"
Jumping on the hype for the highly anticipated movie is a great way for Xfinity to drive brand awareness, becoming part of pop culture conversations and sparking interest among consumers.
The video has already garnered about 308,000 likes and nearly 3,000 comments just 19 hours after being posted on Instagram, showing the immense popularity of the film even before it's released.
"Wicked" comes out in theaters on November 22.
Destined to Dream
Directed by Alice Brooks, the spot takes us to Grande and Erivo's childhoods, where they run to their TVs to watch "The Wizard of Oz" on TV.
We then see how the show fueled the two kids to pursue film, music, and theater later in their lives.
The next scene sees a teenage Grande typing the tweet she posted in 2011, saying: "Loved seeing Wicked again... amazing production! Made me realize again how badly I want 2 play Glinda at some point in my life! #DreamRole."
View this post on Instagram
Eventually, the two succeed in their respective fields but remain grounded in their theatrical roots brought about by the musical, "Wicked."
Fans can even witness the moment the two were informed they were officially cast for their respective roles in the upcoming film.
The commercial concludes with Grande and Erivo walking up to each other on the "Wicked" film set, ready for the characters they've always dreamed of playing ever since they were kids.
Recently, brands have continued to seek pre-launch partnerships with popular movies. Just a couple of weeks ago, retail giant Target teamed up with Erivo to promote the launch of its exclusive "Wicked" merchandise.
Meanwhile, GS&P and BMW launched a campaign showing how finding "The One" is easier with the automotive company.
-author-avatar_mobile.jpg){kind=avatar}
