Comcast/XFINITY

Jose Velez Silva, VP of Multicultural Marketing Communications
Peter Intermaggio, SVP Marketing Communications at Comcast
Eileen Diskin, Senior Vice President, Marketing Communications and Strategy at Comcast

Gallegos United *Lead Agency

Andrew Delbridge, President/Chief Strategy & Engagment Officer
Jose Pablo Rodriguez, Head of Account Management
Natalie Vaughn, Account Director
Silvina Cendra, Planning Director
Carlos Tornell, Creative Director
Jonatan Maldonado, Creative Director
Sharon Cleary, Creative Director

Beautifully Bilingual is a story of how XFINITY used a message of hope to create a meaningful conversation in a time of uncertainty and divisiveness. Our objective was to retain and increase customers in a hyper-competitive and distorted socio-political environment, especially for Hispanics. Hispanic’s role in America was being questioned and some felt threatened about speaking Spanish in public. Since the X1 Voice Remote understands commands in Spanish and English, we turned the technology into a symbol of cultural unity to highlight how multiple cultures and languages make America beautiful.