During the Academy Awards on Sunday, Comcast rolled out an ad that explores about how people with disabilities enjoy entertainment.
“I think about the shape, I think about color, and I also think about sound,” whose family wants to keep their last name private. “I take into my brain, and I think about what [the movie] would look like to me.”
The 60-second spot, created by Goodby Silverstein & Partners New York, illustrates how seven year old Emily, who was born blind, sees her favorite movie, “The Wizard of Oz,” in her head. The ad goes on to explain that people with visual disabilities can get more out of watching TV with Comcast’s “talking guide.” Developed by the Comcast Accessibility Lab, it includes voice guidance and one-touch access to closed captioning—and is part of Comcast’s commitment to helping people with disabilities enjoy entertainment.
A beautiful set design and puppets illustrate Emily’s vision of the movie, in which she imagines The Lion to be as small as a toy poddle with webbed toes, and The Scarecrow with wooden teeth, long fingernails and clothes with tubes on them.
The ad was directed by Andreas Nilsson and features a voice-over by two-time Academy Award winner Robert Redford.
The TV spot directs viewers to the website, EmilysOz.com, developed by agency Huge. The website offers more information about the technology behind Comcast’s accessibility services.
“We’re really proud of this one,” said Paul Caiozzo, executive creative director of Goodby, Silverstein & Partners in New York. “It’s the first big national spot to come from this office, and it’s great to have this work debut on a big stage like the Oscars. It’s a beautiful moment for GS&P New York.”
A52, a boutique visual effects studio based in Santa Monica produced the outstanding VFX for the spot.