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THE FOUNDATION
Sam Dolphin (CW, 2011) Michael Hagos (AD, 2011)
The spot tells the story of Emily, a 7-year-old girl who was born blind. Comcast asked Emily to describe what she sees in her mind’s eye when she watches The Wizard of Oz—and then the company built that version for her, using skilled set and puppet designers and makeup artists. The ad goes on to explain that people with visual disabilities can get more out of watching TV with Comcast’s “talking guide.” Developed by the Comcast Accessibility Lab, it includes voice guidance and one-touch access to closed captioning—and is part of Comcast’s commitment to helping people with disabilities enjoy entertainment.
THE TRANSFORMATION
Agency: Goodby, Silverstein & Partners NYC
THE LESSONS
(Comcast)
THE WORK
(Petsmart)
Agency: GSD&M
Writer, actor and filmmaker, Christopher Guest, directs these commercials in his signature mockumentary style, under the slogan "Partners in Pethood." Like the movie, Best in Show, the campaign features a parade of awkward, pet-obsessed nutjobs—including two played by Anna Faris and Jennifer Coolidge— who deliver their various quirks in perfect deadpan.
THE FUTURE
Kevin Dunleavy (CW, 2006) Matt Garcia (CW, 2012)
