Challenge

Xfinity wanted to reinforce its positioning as the fastest, most reliable internet provider—but in a way that would authentically connect with a young, bilingual Hispanic audience, especially in key cultural hubs like Los Angeles. The goal was to go beyond speed specs and tap into cultural momentum, pride, and ambition—showcasing internet not just as a utility, but as a launchpad for limitless potential.

Insight

The “Unbeatable Internet” campaign was built around the insight that today’s 200-percenters (100% American, 100% Hispanic) don’t just consume culture—they shape it. This audience doesn’t respond to generic performance messaging; they want brand stories that reflect their ambition, creativity, and unique bicultural identity.

Solution

As ACD, I led the creative direction of Unbeatable Internet, a high-energy, bilingual campaign starring Becky G—an artist and cultural icon who embodies the spirit of speed, hustle, and dual identity.

The work translated core product benefits (speed, reliability, mobile integration) into a bold visual language that lived across social, TV, and digital platforms—rooted in futuristic aesthetics, kinetic motion, and culturally resonant storytelling.

• Hero Film: Becky G navigates a cosmic, high-speed universe powered by Xfinity, visually tying the product’s speed to her own unstoppable momentum.

• Bilingual Messaging: Voiceovers and graphic treatments were tailored to resonate with English- and Spanish-speaking audiences.

• Social Strategy: We created snackable cutdowns, stunts, and interactive extensions designed for TikTok and Instagram, optimized for young, mobile-first users.

• Cultural Timing: The campaign ran during major moments like the Latin American Music Awards, maximizing its relevance and visibility within the Hispanic community.

Results

• Strong performance in reach and recall among Hispanic Gen Z and Millennial audiences

• Reinforced Xfinity’s position as the fastest-growing internet and mobile provider among bicultural consumers

• Extended brand relevance through social engagement and culturally rooted storytelling

• Becky G’s involvement drove organic conversation and influencer amplification within Latinx communities

Takeaway

Unbeatable Internet wasn’t just about megabits per second—it was about momentum, ambition, and cultural fluency. This campaign proved that when speed meets storytelling, and product meets purpose, brands can connect in truly meaningful ways. As ACD, I helped translate technical benefits into culturally magnetic creative that resonated with one of the most powerful and dynamic audiences in America.