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Comcast
Don't explain the problem.
Let people experience it.
Instead of telling people subtitles were distracting, we turned them into the distraction.
Three executions let viewers experience the benefit before hearing the message.
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ROLE
Senior Art Director
Creative Concept
Art Direction
Integrated Campaign
THE INSIGHT
People don't notice subtitles until they get in the way.
Instead of talking about Comcast's Spanish-language service, we let viewers experience that frustration firsthand.
One image.
One interruption.
One idea.
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