A spot from Goodby Silverstein & Partners and SMUGGLER showcases the power of Xfinity Internet with an emotional reunion of a real squadron of U.S. Navy aviators reliving their past.
Filmed in October 2023 and launched ahead of Military Appreciation Month in May, this ad, directed by Oscar-winner Kathryn Bigelow, is titled “The Aviators.” It tells the touching story of a little girl, her grandfather, and a reunion of friends bonded through their service in the armed forces.
The plot follows the girl surprising her grandfather and his friends, all former military aviators, allowing them to relive unforgettable moments of their lives—flying an A-4 Skyhawk jet using VR headsets—with the help of Xfinity Internet.
Kathryn, in a behind-the-scenes documentary available on YouTube, said,
“It’s an honour to work with veterans, they’re special people who’ve devoted their lives to our security, and I feel like it’s my opportunity to give back.”
This three-minute film is a larger-than-life experience, interweaving scenes from the past with the present as the grandfather describes the excitement of flying an A-4 Skyhawk jet to his granddaughter.
The ad features real Vietnam War squadron members: former Navy commander Jack Gillett (call sign: Razor), former Navy lieutenant Jim Lloyd (call sign: Zeke), and former Navy lieutenant Bill Moir (call sign: Offender), who flew together as members of the Gunslingers squadron on the USS Saratoga. They were joined by another veteran, Elester Latham (call sign: Hollywood), a former major in the Air Force—goosebumps moment, no wonder why it felt so real!
P.S. This film shoot was their first in-person reunion in 16 years! The film is also a reunion for Kathryn and two-time Oscar-winning DP Greig Fraser.
Apart from the three-minute film, shorter versions of the story have been edited for broadcast, along with behind-the-scenes films and additional short films for Xfinity’s social channels.
The ad received widespread appreciation, and the four veterans were even featured on the Today Show for an interview post-release. Here’s the link to their conversation: Today Show Interview
We featured this spot on our Instagram and LinkedIn, and it has garnered a lot of love and appreciation for its true storytelling, which connected with so many on a personal level—and the hype is REAL!
Here are some of the reactions,
Wow, this is so human… I love it.
Great for the guys but also modeling to the young granddaughter that she can be a pilot too!
I saw three different ads: Virtual Reality, Wifi, Armed forces appreciation. OMG!!!! Okay, I am speechless.
Oh dear Lord. I am bawling at 5am."
Wow indeed! That really got me. 😭❤️
While some had a goosebump moment, others stated, "This has to be one of the best emotional heartwarming ads I’ve ever seen." Voila! We agree with all of them.
What do we see in common?
The emotional connection. Real stories about real people in a larger-than-life world returning back to the ordinary world through the narrative treatments, remembering the times spent together—all while seamlessly integrating the product.
Here are the credits for the Xfinity ad:
Country: USA
Year: 2024
Brand: Xfinity
Chief Creative Officer: Clayton Ruebensaal
Senior Vice President, Brand Marketing: Todd Arata
Vice President, Brand Marketing: Dustin Hayes
Executive Director, Marketing Communications: @roseholden
Senior Specialist, Brand Marketing: Sarah (@sarahkezbari)
Agency: Goodby Silverstein & Partners
Co-Chairman: Jeff Goodby
Executive Producers: Nick Miller & James Horner
Executive Creative Director: Jim Elliott
Creative Director: Jonathan Wolanske, Felipe Lima, Caroline Cappelli & Ryan Tovani
Producer: Jackie Nelms Kerr
Head of Production: Jim Haight
Executive Group Account Director: Chad Bettor
Group Account Director: Kirsten (Quinn) Tsitsos
Account Director: Michelle Kates
Account Manager: Nikki Hendriks
Assistant Account Manager: Dong Thai
Director of Business Affairs: Judy Ybarra
Business Affairs Manager: Brittany Paredes
Production Company: Smuggler
Managing Director: Sue Ahn
Executive Producers: Patrick Milling-Smith, Brian Carmody & Carlin Wilson-Webb
Producer: Rachel Perkins
Director: Kathryn Bigelow
DOP: Greig Fraser ACS, ASC
Head of Production: Alex Hughes
Production Supervisor: Brian Sabowski
Commercial Coordinator: Kevin Fermoselle
1st AD: Arle Bordas
Production Designer: Kelly McGehee
Costume Designer: Stephanie Maslansky
Sound Designer: Paul N.J. Ottosson
Mix: Lime Studios
Audio Mixer: Joeldwaters
Audio Assistant: Kris Huayta
Executive Producer: Susie Boyajan
Post Production Company: Exile Edit
Post Production/Color/VFX: Preymaker
Editor: Grant Surmi
Cutting Assistant: Kyle
Senior Producer: Adam Parker
Head of Production: Taylor Rousseau
Executive Producers: Michael Miller
Colorist: Mark Sanna.
VFX Chief Creative Officer: Angus Kneale.
Executive VFX Producer: Verity Grantham & Melanie Wickham.
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