One of the biggest cable companies in the country is Comcast. Lately they've been up against some tough competition as verizon has been offering their new Fiber Optic FIos system in more areas. Comcast's answer to this is their Xfinity service that offers similar internet speeds. To raise awareness of their service and the new X1 operating system they created this commercial to be aired during the Super Bowl.
http://www.youtube.com/watch?v=_qWOP83sakI
The presentation of the commercial is spot on. It matches the look of the Star Trek films perfectly and effectively communicates the main idea: that the X1 operating system is state of the art - straight out of the future. My main issue is that it just feels too dated.
The Star Trek reboots are hugely successful films and the second film was one of the biggest films of last summer. The technology of the films is also extremely futuristic and definitely matches the message that they're trying to send. However, the last film came out over 6 months ago. Comcast paid for two big name actors of a film that, for the most part, isn't going to be instantly recalled in the minds of the consumers. On top of this they didn't even use Chris Pine who is the obvious star of the series as James T. Kirk. Wouldn't the ad have been better served by some quick rapport between Kirk and Spock. They're relationship has been the linchpin of the films so far and would've definitely done more for the success of the ad.
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