Xfinity and Comcast released ‘Stay Connected to Your Dreams’ to promote ‘Wicked’ following a Mattel marketing crisis earlier this week.
Some of Wicked’s marketing magic wore off this week as fans noticed Mattel’s Wicked Elphaba and Glinda doll boxes featured a link to a pornographic website in a misprint of the film’s official website. Amid the crisis, however, a new Wicked marketing campaign by Xfinity and Comcast has emerged.
The brands created a short film called Stay Connected to Your Dreams, which premiered November 12 and follows Wicked stars Cynthia Erivo and Ariana Grande through their childhoods and to the moment both singers learned they were cast as Elphaba and Glinda with real video footage.
Goodby Silverstein & Partners, National CineMedia and CJ 4DPlex were agency partners on the project.
“We set out to show that their dreams of playing these roles started before they had fame and access to this world, so that they would feel more reachable to all of us,” Hanna Wittmark, Goodby Silverstein & Partners’ creative director and art director told Campaign US.
The project was inspired by one of Grande’s tweets in 2011 declaring she would play Glinda one day.
Erivo and Grande will promote the campaign on their Instagram and TikTok accounts, which have a combined following surpassing 413 million. Additionally, Stay Connected to Your Dreams is the first immersive 4DX advertisement that will be shown in 4DX Regal theaters across the country.
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