This year, Comcast’s Xfinity will make its national Super Bowl debut by presenting a nostalgic reinterpretation of the 1993 blockbuster film Jurassic Park. Directed by Taika Waititi and created by Goodby Silverstein & Partners, the commercial titled “Jurassic Park… Works” imagines what the movie might have been like if Xfinity’s technology powered the park, blending classic storytelling with modern connectivity.
Collaboration Brings Original Jurassic Park Elements to Life
The campaign faithfully revisits the original Jurassic Park universe, featuring John Williams’ iconic musical score. Visual effects were crafted by Industrial Light & Magic (ILM), the same studio responsible for the groundbreaking dinosaurs in the original movie. The project was a joint effort involving Universal Pictures, Amblin Entertainment, Xfinity Creative, and other teams, all working in close cooperation with Universal to recreate authentic costumes and sets, relying on original production materials to preserve the feel of the 1993 film.
Original Cast Members Return as Technology Transforms the Park Experience
Sam Neill, Laura Dern, and Jeff Goldblum reprise their original characters as Dr. Alan Grant, Dr. Ellie Sattler, and Dr. Ian Malcolm, respectively. However, the plot replaces the chaos of a power outage with Xfinity’s reliable Wi-Fi maintaining the park’s connectivity. Instead of fleeing from dinosaur threats, the characters engage with the environment differently: Sattler runs alongside dinosaurs, Malcolm enjoys a relaxing poolside saltscrub that refreshes him, and Grant livestreams a safe encounter with a T. rex through Xfinity Mobile.
Executive Perspectives Highlight the Campaign’s Meaning and Reach
“Bringing Jurassic Park back to life for this campaign has been an extraordinary collaboration across Comcast NBCUniversal,”
remarked David O’Connor, chief brand officer at Universal Entertainment.
“For more than three decades, the franchise has captured the imagination of audiences around the world, and this partnership with Xfinity allows fans to experience that world in a completely fresh way. By combining the timeless characters and iconic moments of the original film with modern technology, we’re celebrating the legacy of ‘Jurassic Park’ while introducing it to a new generation. It’s a testament to the enduring power of the franchise and the kind of creative, cross-company storytelling that only NBCUniversal can deliver.”
“This Sunday, while millions of people watch the Big Game on NBC and Peacock, we’ll be reimagining one of the most iconic moments in movie history,”
said Jon Gieselman, chief growth officer, connectivity and platforms at Comcast.
“By asking what ‘Jurassic Park’ could have been with Xfinity’s fast, secure wifi, we’re creating a fun, cultural crossover only Comcast NBCUniversal could deliver, combining blockbuster storytelling with real-world technology that protects, connects, and powers millions of customers every day.”
Extended Campaign Activities Engage Audiences Beyond the Big Game
Leading up to the Super Bowl, the campaign spans beyond television with immersive events in San Francisco. Xfinity partners with Lyft to turn select vehicles into “Jurassic Park” tour cars, enhancing the city experience. Additionally, dinosaur projections and a motion-activated T. rex billboard are positioned around San Francisco, offering interactive moments for passersby.
Ongoing Partnership with Universal Strengthens Xfinity’s Storytelling Platform
This initiative is not Xfinity’s first collaboration with Universal’s franchises through the “Xfinity Imagine That” platform. In November 2025, Jeff Goldblum starred in a previous spot inspired by “Wicked: For Good,” also produced by Goodby Silverstein & Partners. The continued partnership showcases how Xfinity integrates entertainment properties into its marketing to both entertain and showcase its technology capabilities.
Significance and Future Outlook
Xfinity’s Super Bowl debut with a Taika Waititi-directed Jurassic Park reinterpretation demonstrates the power of combining beloved pop culture with modern technology. By reconnecting audiences with familiar characters in a refreshed setting, the campaign celebrates both nostalgia and innovation. Its multi-platform engagement ensures broad visibility and interaction, suggesting a strategic path forward for Comcast NBCUniversal’s marketing efforts. As millions watch the Big Game, this spot is poised to spark renewed interest in Jurassic Park’s legacy while highlighting Xfinity’s role in enhancing everyday digital experiences.
