Everyone loves movies—and it's safe to say that Oscars viewers could use a quick refresher on the history of the Academy Awards, which have always been a magnet for both glamour and controversy.
This year, telecom giant Comcast wants to remind movie buffs that they can call up all 88 years of Oscars history via a simple voice request with the help of its Siri-like remote.
This isn't a new product—it's a feature of the XFINITY X1 platform, and the client is looking to reintroduce an audience of millions to its charms with the help of creative agency of record Goodby, Silverstein & Partners and a joint sponsorship with the Academy and ABC.
"It's all about unleashing ease and accessibility for consumers to get the movies they love," said Todd Arata, vp of brand marketing at Comcast. "The Oscars are the premiere event celebrating the movies, and it's the perfect opportunity for us to partner with the Academy and ABC to bring it all to life."
In the past, Comcast has teamed up with Taylor Swift and the Minions to promote the service, but this time, the company and GS&P drew from more than eight decades of classic movie moments. Arata said, "[GS&P] has been our lead agency for 10-plus years, and they're always looking for new ways to showcase the experience," as in last year's award-winning "Emily's Oz" campaign.
"We look to create a couch-to-carpet experience," Arata said of a campaign that stretches from an E! preshow red carpet partnership and full-page print ads in People and Entertainment Weekly to 500 sponsored "house parties" complete with "end-to-end party kits."
"We hear consumers say, 'I never knew I always wanted this,'" Arata told Adweek. Comcast and Goodby hope to hear more people say that in the year ahead.
Comcast's 2016 brand campaign launched during Super Bowl 50 with regional ads created by GS&P, and its TV spots will also run during the Grammys and March Madness.
An image of the interface as provided by Comcast.
Goodby, Silverstein & Partners created print ads to run in Entertainment Weekly and People magazines.