Comcast has always struggled with likability. Partly because their service is expensive. Partly because they're always picking fights with DirecTV. Partly because it's cool to hate the cable company.
In order to combat this, we spent a lot of time convincing them to stop thinking of themselves as a cable company and to start thinking of themselves as an entertainment company. They didn't always buy into this strategy, but when they did, they were always rewarded with better (and more likeable) work.
Directors: Smith & Foulkes
D&AD. One Show.