Xfinity: The Illusion of Newness

Comcast’s strategy behind the Xfinity rebranding effort is to make customers — and prospective ones — think that these are new (”NEW!“) video, voice and data services (see Comcastic? No, It’s All Gonna Be ‘Xfinity’).

But there are limits to pouring old wine into new bottles.

I spent a few days this past week visiting my in-laws in Chicago. That’s Comcastland, and we saw the Xfinity ad promoting more video, more speed, “100 Mbps coming soon,” etc. “Initiating Comcast Xfinity upgrade in 3… 2… 1,” the narrator says. (Watch the spot here.)

The ad ends with the Xfinity logo soaring above the clouds. (Do they have cable in heaven?)

My wife turned to me and asked, “So is that like Comcast’s version of FiOS?”

Well — basically, I replied.

“But it’s the same Comcast service, right?” she continued.

Uh… more or less, I said.

Now, my wife is obviously smarter than your average bear. (She reads my blog — hiya, Z!) But the point is, the Xfinity campaign is more or less instantly recognizable for what it is: a new coat of paint.

Which is not to say the Xfinity rebranding, on balance, is a terrible idea. It gets your attention. And it gives Comcast the opportunity to talk about the actually new stuff it is delivering (or on the verge of delivering).

Now if only I could stop thinking about Heaven Can Wait when I see this.