Comcast Spot Promotes Message Of Cultural Unity

To promote Comcast’s XFINITY X1 Voice remote, the first product of its kind in the cable industry, Grupo Gallegos has launched a new campaign that promotes a message of racial/cultural unity and highlights the biculturalism of the millions of U.S. Hispanics. With X1, Comcast customers can talk in Spanish or English as seamlessly as they do in real life. By saying a command into the remote, consumers are able to toggle between English and Spanish (or “Spanglish”), at any time or even within the same sentence. X1 lets Hispanics customers choose how they want to speak at nearly every interactive touchpoint offered by Comcast.

Throughout its storied AOR partnership with Grupo Gallegos, and especially amid today’s heated cultural climate, Comcast has seen a need to create a message about optimism and unity. What has resulted is a TV, print, digital and outdoor campaign that uses the tagline “beautifully bilingual, como tú,” (beautifully bilingual, like you) – a mantra created to reflect Comcast’s efforts to put people first and create meaningful conversations. In the TV spot, a bicultural Hispanic man is seen walking the street and he then multiplies to showcase the duality of his identity and language. Talking in spoken poetry, the young Hispanic men say: “Como tu.” (Like you). “You know it’s true. Dos idiomas son mas.” (Two languages are more). “And it’s getting big, we’re reaching critical mass. Nuestro mundo de dos mundos sera el mundo.” (Our world of two worlds will be the world.)

The young Hispanic man also states, “See, the world I envision has no division. Creo que empieza con uno.” (I believe it starts with one.) 

The spot premiered at the Latin American Music Awards and will be airing on English and Spanish-language TV and cable networks. A print and digital spot will also launch in the coming weeks.