Some of Wicked’s marketing magic wore off this week as fans noticed Mattel’s Wicked Elphaba and Glinda doll boxes featured a link to a pornographic website in a misprint of the film’s official website. Amid the crisis, however, a new Wicked marketing campaign by Xfinity and Comcast has emerged.
The brands created a short film called Stay Connected to Your Dreams, which premiered November 12 and follows Wicked stars Cynthia Erivo and Ariana Grande through their childhoods and to the moment both singers learned they were cast as Elphaba and Glinda with real video footage.
Goodby Silverstein & Partners, National CineMedia and CJ 4DPlex were agency partners on the project.
“We set out to show that their dreams of playing these roles started before they had fame and access to this world, so that they would feel more reachable to all of us,” Hanna Wittmark, Goodby Silverstein & Partners’ creative director and art director told Campaign US.
The project was inspired by …