SMUGGLER & Preacher Celebrate WiFi in New Xfinity Campaign

Imagine a household with WiFi so powerful, so abundant, so booming, that news of the family’s bounty travels across great distances—across time itself—beckoning fortune-seekers from earlier boom eras, racing to stake their claim.

This is Boomtown, the surreal world at the center of Xfinity’s new brand campaign and the launchpad for its new marketing platform, “The WiFi is Booming.”  

Created by independent agency Preacher in partnership with Comcast’s in-house agency, Xfinity Creative, “The WiFi is Booming” repositions WiFi—not internet access—as the star of the show, tapping into what customers truly care about: the strength, speed, and reliability of their connection at home.

With a national media buy spanning broadcast, CTV, digital, OOH, radio, social, print, and retail, the campaign kicks off with a series of spots welcoming customers to Boomtown. Each features a modern family whose powerful WiFi draws the attention of different boom-era opportunists—from mustachioed oil barons to black-clad tech executives. The spots were directed by award-winning filmmaker Björn Rühmann of Smuggler.

View the spots here:

BOOMTOWN ANTHEM :60
UPGRADE MINERS :30
TAPPED :30
PHONE RENOVATION :30

“If you want people to be interested, do something interesting. This campaign does that in spades on a subject people really care about - WiFi. 72% of consumers think WiFi is as crucial as water and electricity in their home,” said Clayton Ruebensaal, Chief Creative Officer, Comcast. “For too long our category has been focused on the cord going into the wall outside your house. This campaign makes the WiFi signal in your house the hero in a way that Xfinity is truly advantaged with superior wifi equipment that we engineer ourselves.” 

“The WiFi is Booming” platform is the first work from Preacher since being added to Comcast’s roster of agencies. The platform will continue to evolve throughout 2025 with large-scale initiatives including a Las Vegas Sphere takeover, exclusive partnerships with MLB and Wrestlemania, and nationwide activations that bring Boomtown into the real world.

“In an increasingly confusing category of 5Gs, fibers, and broadbands, Xfinity knows that all consumers really want is WiFi that is everywhere and can handle anything,” said Rob Baird, Co-Founder & CCO, Preacher. “Boomtown is a cinematic world of digital abundance where the WiFi isn’t just functioning, it’s booming. It’s a direct appeal to today’s high-performing households, where multiple generations of multiple device-wielding family members game, text, and work under a single roof.” 

Credits

Client:  Xfinity Creative / Comcast IMC
Chief Creative Officer: Clayton Ruebensaal
SVP, Brand Marketing: Todd Arata
VP of Brand Marketing: Dustin Hayes
VP, Executive Creative Director: Tim Flood
Creative Director: Michael Camarra
VP, Production: Ashley Henderson
Director, Executive Producer: Ali Schippers
VP, Managing Director: Otto Linwood III
Executive Director, Brand Advertising: Diana Hicks
Executive Director, Creative Strategy: Ian Zelesko
Director, Acquisition: Susana Reguiera
Director, Brand: Victoria Cianciulli
Director, Customer: Chris Stein 
Manager, Acquisition: Sarah Kezbari
Sr Director, Program Management: Nicole Witover
Manager, Program Management: Molly Matthews
Program Manager: Natalie Gigante

Agency:  Preacher 
Chief Creative Officer:  Rob Baird
Chief Executive Officer:  Krystle Loyland
Chief Strategy Officer:  Seth Gaffney
Executive Creative Director:  Kellyn Blount
Executive Creative Director:  Greg Hunter
Creative Director: Tyler Booker
Creative Director: Mel Lin
Associate Creative Director: Mills Adams
Associate Creative Director: Andrew Singleton
Creative Director, Copy, Hispanic Market: Guigo Sanchez
Strategy Director: Victor AbiJaoudi II
Head of Production: Stacey Higgins
Executive Producer:  Arlo Rosner
Assistant Producer: Whitney Calvin 
Group Brand Director: Kristen Meade
Brand Manager:  Grant Howard
Senior Designers: Candice Bulbuena + Wendy Ampuero 
Junior Art Director: Julie Musarra
Junior Copywriter: Lara Navarro

Production Company: Smuggler
Co-Founder: Patrick Milling-Smith 
Co-Founder: Brian Carmody
COO: Andrew Colón
Head of Production: Alex Hughes
Managing Director/EP: Sue Ann Yeon
Director:  Björn Rühmann
DP: Edu Grau, A.S.C.
Line Producer:  Matt Day
Production Supervisor: Nicole Holloway
Casting Director: Maya Adrabi

Editorial - Campaign:  Cartel
Managing Director/EP:  Lauren Bleiweiss
Head of Production: Sarah Schachte
Executive Producer: Meredith LaMarche
Producer: KC Van Elslander
Supervising Editor:  Andy McGraw (Boomtown Anthem, Booming{GM})
Editor:  Chris Catanach (Tapped {GM}, Tapped{HM}, Phone Renovation{HM}, Booming{HM},
Editor:  Matt Berardi (Boomtown Hall, Upgrade Miners)
Cutting Assistant: Beau Hogan
Cutting Assistant: Ramon DeSouza

Music, Sound and Final Mix: Squeak E. Clean Studios
Executive Creative Producer: Michael Gross (MG)
Creative Director: Matthew Compton
Sr. Producer/Music Supervisor: Anna Garcia Lascurain
Composers: Matthew Compton, Michelangelo Rodriguez
Head of Audio Post Production: Angelina Phengphong
Sound Design and Final Mix: Chris Nungary, Charlie Keating, Surachai Sutthisasanakul, Drew Fischer, Benjamin Abud
Production Coordinator: Ben Hudson
Additional VO Re-Record/ADR/Dialogue Mixing: David Urzua (Studio Awesome)

Music Licensing: Asche & Spencer
Executive Producer: Kari Scarff
Producer: Ryan Potts

Branding, Graphic, & Motion Design: Brand New School 
Creative Director: Jeff Welk 
Designers: Chae Park, Jean-Michael Verbeeck, Yoon Lee, Abi Goh 
Animation Directors: Pete Germano and Austin Weyer 
Animators: Mauricio Villa, Biheng (Ellie) Sun, Andres Salazar, Yazhi Zheng, Naoko Hara, Sebastien Camden 
Producer: Brendan Mills 
Executive Producer: Johnna MacArthur 
Chief Creative Officer: Jonathan Notaro 
Chief Operating Office: Devin Brook 

Color: Company 3
Lead Colorist: Tim Masick

VFX/Finishing: Framestore 
Executive Creative Director:James Rogers
Shoot Supervisor: James Rogers, Paul Krist
Head of 2D: Carlos Adarraga Gomez
VFX Supervisor/ Flame Lead: Glenn Teel
Nuke Compositors: Rob Williams, Vasco Cerqueira, Grady Campbell, Brian Delmonico, Jake Albers, Tatjana Bozinovski, Wing Kwok
Flame Finishing: Matt Dobrez, Ian Holland, James Buongiorno, Inti Martinez, Rob Ufer
Matte Painter: Heather Abels 
Layout Supervisor: Sean Dollins 
Layout Artist: David Sudd
Designer: Daniel Peterson
Hiero Editor: Jacob Sadowsky,  Dustin Indrebo
Head of Production: Cat Pavitt
Executive Producer: Brittney Walker
Senior Producer: Susan Harris
Producer: Jose Alvarado
Associate Producer: Chloe Edwards, Cydney Wong