Launching Xumo: A Brand Campaign That Made Streaming Feel Easy
To introduce the world to Xumo—Comcast’s new streaming platform designed to make TV simple—we launched its first-ever brand campaign. The insight? In a world where everything feels hard (relationships, work, even choosing what to watch), Xumo stands out by being easy. The centerpiece of the campaign, “Deciding,” captured a lifetime-long couch conversation between a couple debating what to watch—an everyday frustration elevated into a comedic, deeply human story.
Directed by Portlandia co-creator Jonathan Krisel, the spot artfully followed a couple from young love to old age, showing that while life and indecision may drag on, finding what to watch shouldn’t have to.
The creative challenge was deceptively simple: dramatize a universal truth in 30 seconds. But doing so meant casting three different actors for each life stage—six people total—who had to convincingly portray the same couple as they aged together. The execution hinged on seamless transitions, subtle performance mirroring, and believable aging—all while maintaining the same, ongoing conversation.
To pull it off, the team cast talent across three cities and two countries, prioritizing chemistry over celebrity. Dialogue was crafted to sound like the natural back-and-forth that happens nightly on couches everywhere. Through expert directing, practical effects, and seamless editing, the final film feels both cinematic and relatable—both funny and real.
11 point lift
in brand understanding among aware consumers from baseline to post-campaign
30%
ad recall following forced exposure, signaling strong breakthrough in a crowded category
37%
of exposed consumers researched Xumo online after seeing the campaign
Up to 28%
of consumers expressed intent to engage with Xumo services post-campaign
