Storytellers - Comcast | Clapboard Ad Archive

Comcast’s 2019 Storytellers campaign, created by GALLEGOS United for the electronics and technology sector, is a culturally attuned film project that highlights the multifaceted contributions of Asian Americans across the film and television industry, employing a creative approach that sits squarely in Clapboard’s FORMAT#10 ASSOCIATED USER IMAGERY by presenting a user profile that the target audience can both relate to and aspire toward. The campaign premiered during Asian American and Pacific Islander Heritage Month at CAAMFest Film Festival 37 in San Francisco, underscoring Comcast Xfinity’s commitment to amplifying Asian American voices through entertainment. Central to the campaign is an artistic collaboration with South Korean illustrator Kim Jung Gi, whose internationally acclaimed ability to create intricate, memory-driven drawings adds a visually distinctive layer to the narrative. Instead of following a conventional storytelling arc or overt product demonstration, Storytellers weaves together a tapestry of Asian American creatives working behind the scenes as lighting technicians, wardrobe stylists, and more, alongside actors and directors, reflecting the broad spectrum of talent within this community. This framing positions Comcast Xfinity not just as a technology provider but as a platform deeply invested in culturally relevant content, offering Xfinity X1 customers curated Asian American films, shows, music, and podcasts, thereby enriching its entertainment portfolio with authentic narratives. GALLEGOS United’s culturally sensitive execution aligns with Comcast’s broader mission to represent America’s diverse cultural fabric through inclusive storytelling and pop culture engagement. By partnering with CAAMFest and leveraging Kim Jung Gi’s global renown, the campaign elevates Asian American visibility within mainstream media and situates Comcast Xfinity as a proactive ally and advocate through meaningful creative expression and sponsorship. The campaign earns 67/100 in Clapboard’s global creative archive. Storytellers matters to the advertising industry because it demonstrates how technology brands can authentically embed cultural inclusivity into their content strategies while enhancing audience connection through aspirational representation.