Comcast has launched Glued, a marketing vehicle for the operator’s pay TV service and VOD offerings that is being billed as the first original webisode series to carry the Xfinity brand.
The six-episode series, created with ad agency Droga5 in partnership with Merman X Pulse, “is a humorous take on how people’s favorite television shows change the way they act and interact with each other,” Comcast said.
Each episode (at three to five minutes in length) focuses on a different TV-watching behavior, including bingeing and “TV cheating,” centering on a married couple who discover a hit TV show.
Glued stars John Ross Bowie (Big Bang Theory) as Jason, and Jamie Denbo (Orange is the New Black) as Sara, and is executive produced by Sharon Horgan (Catastrophe, Divorce), and directed by John Riggi (30 Rock).
In addition to the webisodes, Comcast is backing Glued with an integrated digital and social media campaign that includes 15-second cut-downs, and customized gifs.
"TV is more than entertainment – it’s a universally shared experience that brings people together, and Glued explores the common behaviors we all recognize when we get hooked on a show," Sherri Davis, senior Director, brand Experience at Comcast, said in a statement. "Sharon Horgan has an incredible talent for highlighting these cultural truths, demonstrating how Xfinity connects people to the things they love and enjoy."
The first episode, “The Discovery,” which shows Comcast’s X1 platform and voice remote in action, can be seen below:
