Super Bowl

Xfinity makes Super Bowl debut with Jurassic Park reimagining

By Reel 360
February 5, 2026

Xfinity is stepping onto advertising’s biggest stage for the first time, and it’s doing so by rewinding the clock to one of cinema’s most iconic moments. For its national Super Bowl debut, Comcast’s Xfinity is reimagining Jurassic Park, asking a deceptively simple question: what if the park had been powered by modern connectivity?

The spot, titled “Jurassic Park…Works,” was created by Goodby Silverstein & Partners and directed by Taika Waititi through Hungryman. It marks the latest chapter in Xfinity’s “Xfinity Imagine That” brand platform.

Set firmly within the world of Steven Spielberg’s 1993 classic, the film reunites Sam Neill, Laura Dern, and Jeff Goldblum as Dr. Alan Grant, Dr. Ellie Sattler, and Dr. Ian Malcolm, 33 years after audiences first encountered Jurassic Park. This time, however, history takes a different turn. Instead of a catastrophic power failure, the park stays online, connected, and secure thanks to Xfinity WiFi.

That connectivity flips the original film’s tension on its head. Sattler runs alongside dinosaurs while streaming music, Malcolm lounges poolside watching content over WiFi, and Grant livestreams a safely fenced-in T. rex encounter using Xfinity Mobile. The chaos is avoided. The dinosaurs stay put. Jurassic Park finally works.

From a craft standpoint, the campaign is deeply rooted in authenticity. John Williams’ original score returns, while visual effects were handled by Industrial Light & Magic, the same studio that introduced moviegoers to dinosaurs more than three decades ago. The production was a close collaboration between Universal Pictures, Amblin Entertainment, Xfinity Creative, and Goodby Silverstein & Partners, with teams recreating original costumes and set designs using archival production materials. Watch below:

“Bringing Jurassic Park back to life for this campaign has been an extraordinary collaboration across Comcast NBCUniversal,” said David O’Connor, chief brand officer, 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.”

For Comcast, the spot represents a cultural crossover that only its ecosystem can support. “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, 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.”

The campaign extends beyond the broadcast. In the week leading up to the Super Bowl, Xfinity is activating in San Francisco with Jurassic Park-themed Lyft rides, large-scale dinosaur projections, and a motion-sensing T. rex billboard. Fans can also access the spot, behind-the-scenes content, and the original film through Xfinity by simply saying “Jurassic Park” into the Voice Remote.

With “Jurassic Park…Works,” Xfinity makes a confident first impression on the Super Bowl stage, blending nostalgia, blockbuster filmmaking, and modern connectivity into a cultural moment built for both longtime fans and a new generation.

CREDITS:

BRAND: Xfinity