Xfinity’s ‘Wicked’ spot shows Ariana Grande and Cynthia Erivo’s journey to the roles of a lifetime

“Wicked” mania continues with a new Xfinity spot from Goodby Silverstein & Partners that delves into the magic of Ariana Grande and Cynthia Erivo’s destiny to play Glinda and Alphaba in the movie version of the hit musical. The spot, rolling out Tuesday, was made in collaboration with the “Wicked” filmmakers themselves. Alice Brooks, cinematographer on the Universal film, directed the spot, and “Wicked” director Jon M. Chu was also involved. The piece shows Grande and Erivo growing up and dreaming of Oz, as their paths eventually converge when they are offered the prized roles in the film. Easter eggs including props from the film and Broadway show appear throughout the piece, which concludes with footage from videoconferencing calls in 2021, when the women learn they’ve been cast. Also read: Mattel apologizes for listing porn site on ‘Wicked’ toy packaging The spot was unveiled on Erivo and Grande’s social channels. It will also run on TV, social media and on xfinity.com/overview#wicked. Here is a behind-the-scenes film showing more about the spot: “We set out to tell a story that showcased how the power of connection, plus a bit of technology and magic, brought these two actors together and into the roles of Glinda and Elphaba,” said Clayton Ruebensaal, chief creative officer at Xfinity. “Connecting people and bringing them closer to incredible experiences and content like ‘Wicked,’ is core to the Xfinity brand. We are excited to be part of this proud moment for the company.” The spot will also be the first-ever 4DX commercial shown across the country, with an immersive cinema experience at select 4DX Regal theaters combining the visuals with synchronized motion seats and environmental effects like bubbles, wind and lightning. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Xfinity’s ‘Wicked’ spot shows Ariana Grande and Cynthia Erivo’s journey to the roles of a lifetime

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