Xfinity Welcomes Fortune-Seekers to the Mythical World of Boomtown

What if your Wi-Fi was so powerful that it drew fortune-seekers from across space and time, hoping to stake their claim in it?

That’s what happens in Boomtown, a surreal world at the heart of a new campaign from Xfinity, Comcast Corporation’s telecommunications brand. Xfinity’s ads debut a new marketing platform, “The WiFi is Booming,” which makes WiFi, rather than internet access, the ultimate star of the show.

This is Austin-based shop Preacher’s first work for Xfinity since being added to Comcast’s agency roster. Preacher created the campaign in collaboration with Comcast’s in-house agency, Xfinity Creative, and director Björn Rühmann through production company Smuggler.

In each ad, a modern family boasts Wi-Fi so strong that it attracts groups of opportunists from different boom eras in history. Everyone from miners, mustachioed oil barons, and sleek tech execs try to grab a piece of the pie. 

The national media buy will span broadcast, CTV, out-of-home, digital, social media, radio, retail, and print. 

Marketing will continue 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.

Rob Baird, Preacher’s co-founder and chief creative officer, said the campaign speaks to today’s digitally-enabled households which often contain multiple generations working, streaming, texting, or gaming under a single roof. 

“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,” Baird said in a statement. “Boomtown is a cinematic world of digital abundance where the WiFi isn’t just functioning, it’s booming.” 

Seventy-eight percent of consumers think WiFi is as crucial as water and electricity in their home, according to the 2023 Consumer Reports American Experiences Survey.

Comcast has been more aggressively pushing Xfinity, most recently by upgrading internet speeds for more than 20 million customers at no extra cost. 

“For too long, our category has been focused on the cord going into the wall outside your house,” Clayton Ruebensaal, chief creative officer of Comcast, said in a statement. “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.”