Comcast Markets Positivity With Emily’s Oz Commercial

How often do you stop to think about the content you’re watching, listening to or reading? Emily, a little girl who is blind, lets us in how she envisions her favorite movie, The Wizard of Oz. “I think about the shape, I think about color, also think about sound and I take it into my brain and I think about what would it look like to me.” I can’t watch this commercial without smiling ear-to-ear at the thought of Emily; this bright, cheerful little girl who navigates life with the zest and enthusiasm that 20 people who have all their senses don’t do. This resonates with me as a customer, marketer and human.

Customer? Yep, this is a Comcast commercial.  It’s worth including that I got so mad at Comcast once that due to lack of options (pre Netflix and Apple TV days) I went without a cable service for almost two years. Again, without another cable/internet provider am now once again a Comcast hostage (I mean, customer). My severe disdain for Comcast as a whole aside, this content makes me feel like maybe they do have a heart if they can find and make this little girls sensory dreams come true.

As a marketer, I applaud Comcast for creating quality content gold and debuting this product – it’s a product alright, the first talking guide – with the art of the non-advertisment advertisement. This works because it’s raw, genuine and makes you feel something inside, showing that you can form a human connection through content and promote a product organically. This wasn’t just a well crafted commercial, this was a documentary they created that premiered during the 2014 Academy awards last Sunday as well. And yes, there’s a talking guide for the documentary with a video description. This is also now an article about Comcast, one of many I’m sure, about their product with links back to their Youtube site. You win Comcast, but just this time.

Lastly, as a human, I’m entirely inspired by Emily. She has reminded me that while I consume content in some form almost every hour of every waking day that there’s more than what’s seen or heard. There’s also taking it into my brain and thinking about what it means to me. Thanks Emily, I appreciate the reminder to think about what I see, hear and feel in life.