Comcast Xfinity

Peter Intermaggio, SVP Brand Marketing and Communications
Eileen Diskin, SVP Marketing Communications and Strategy
Jose Velez-Silva, VP of Multicultural Marketing Communications

Gallegos United *Lead Agency

Peter Intermaggio, SVP Brand Marketing and Communications
Eileen Diskin, SVP Marketing Communications and Strategy
Susana Regueira, Senior Marketing Manager
Rose Holden, Director, Multicultural Marketing Communications
Jose Velez-Silva, VP of Multicultural Marketing Communications

Spark Foundry

Harvey Marco, President / Chief Creative Officer
John Gallegos, Chief Executive Officer
Aaron Onsurez, Associate Creative Director
DIno Spadavecchia, Executive Creative Director
Carlos Tornell, Creative Director
Jeb Quaid, Associate Creative Director
Natalie Uribe, Account Supervisor
Silvina Cendra, Head of Strategy and Planning
Matthew Burton, Senior Planner
Aldo Chuc, Social Media Manager
José Pablo Rodríguez, Head of Account Management
Julie Saracco, Social Media Manager
Ivonne Gomez, Copywriter
Natalie Vaughn, Account Director
Eric Le Tai, Art Director

To combat massive summer service cancellations and elevate its brand perception, Xfinity created a game changing World Cup viewing experience. But would Hispanics believe it? Prospects viewed Xfinity at the bottom of cable brands and using soccer to market to Hispanics is so traditional it borderlines a stereotype. Xfinity faced daunting challenges: could it break through a sea of World Cup advertising, communicate its enhanced viewing experience and grow customers during the worst months of decline? With the help of some unexpected experts, yes it did.