Movies are in essence a visual experience and one that the average person most likely takes for granted. But how do the visually disabled experience movies? Comcast ventured into this dilemma to highlight XFINITY’s new feature, the first talking TV guide that allows the visually impaired to navigate independently. Taking advantage of the film awards season, the campaign commercial was launched during the 87th Academy Awards and is complemented by a landing page with more detailed behind the scenes information.
The campaign centers around a young girl named Emily and her favorite movie, The Wizard of Oz. In the commercial she describes how she envisions the characters and scenery as set creators and artists piece together her descriptions to bring her version to life.
The campaign comes at a time when cause-related marketing is widespread. By using songs from the movie soundtrack and Emily’s narration, the commercial resonates a sentimental tone proving once again the effectiveness of storytelling in todays marketing campaigns. It’s touching to see that no matter what, those movies we cherish can be loved by all no matter what obstacle.
Both complete and convincing, the website is worth visiting. It contains comprehensive documentation on the different stages of the campaign. The website even includes the option of watching the making of video with description as a sneak peak at XFINITY’s talking guide.