skills/creative-director/references/legendary-campaigns/cards/xfinity-emilys-oz-2020.md

---
id: xfinity-emilys-oz-2020
title: Emily's Oz
brand: Xfinity
year: 2020
country: US
region: north_america
industry: tech_telco
pattern: [P13, P16]
category: film
idea_type: advertising
involvement: passive_view
channel: digital
duration: campaign
goal: [awareness, engagement]
budget: high
emotion: [dignified_grief, bittersweet_pride]
emotion_tier: 3
insight_domain: community
media_epoch: social
awards: [unknown]
quality_score: 7
scalability: universal
risk: safe
confidence: medium
quality: stub_enriched
source_url: https://www.josh-chua.com/emilys-oz
---

# Emily's Oz (Xfinity · 2020)

## Insight
During COVID lockdowns, families connected through screens in ways previously used only for entertainment. A grandmother isolated from her grandchildren discovers that the same device that delivers Wizard of Oz also delivers her granddaughter — and that gift is immeasurably more valuable.

## Mechanic
The film follows Emily, a girl who uses Xfinity to share The Wizard of Oz with her grandmother over video call during lockdown, recreating the magic of watching together while physically apart. The grandmother's first real video call becomes the emotional centrepiece.

## Why it worked
The product (internet connectivity) is the enabling technology for a human moment the audience experienced in 2020. The truth-telling (P13) is that technology doesn't replace presence — it creates a new kind of presence. The film doesn't oversell; it witnesses.

## Steal
In a crisis moment, don't advertise your product's features. Film the human moment your product enables. The product is the background; the moment is the foreground.

## Related
- Pattern: [[../MOC-pattern.md#p13]]
- Sibling: [[apple-1984-1984.md|1984]]
- Sibling: [[calm-the-last-photo-2022.md|The Last Photo]]
- Emotion match: [[always-like-a-girl-2014.md|Like a Girl]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*