Xfinity Makes National Super Bowl Debut with Jurassic Park Reimagining from Taika Waititi

​Comcast’s Xfinity will make its national Super Bowl debut this year, taking to the Big Game with a throwback reimagining of blockbuster classic ‘Jurassic Park’.

Taking audiences back to 1993, the spot titled ‘Jurassic Park… Works’ was created by Goodby Silverstein & Partners and directed by Taika Waititi through Hungry Man. It asks audiences a simple but vital question – what if ‘Jurassic Park’ has been powered by XFinity? The spot is the latest iteration of the ‘Xfinity Imagine That’ brand platform. 

Staying true to the original ‘Jurassic Park’ world, the campaign features John Williams’ classic score, while Industrial Light & Magic (ILM) – the studio who first introduced audiences to the dinosaurs – were brought in to handle visual effects. 

The film was a collaborative effort that also involved Universal Pictures, Amblin Entertainment and Xfinity Creative, with all teams working closely with Universal to recreate costumes and set designs using original production materials, preserving the authenticity and spirit of the 1993 film. 

The spot sees Sam Neill, Laura Dern, and Jeff Goldblum reprise their roles as paleontologist Dr. Alan Grant, paleobotanist Dr. Ellie Sattler, and chaos theorist Dr. Ian Malcolm respectively. However, instead of fighting for survival amidst a catastrophic power failure, the park is kept online by Xfinity wifi that allows them to stay connected and online throughout their visit. 

^{Behind the scenes, L-R, Laura Dern, Jeff Goldblum and Taika Waititi}

^{Behind the scenes, L-R, Jeff Goldblum, Laura Dern and Sam Neill}

Instead of running from dinosaurs, Sattler runs with them, Malcolm relaxes poolside with a saltscrub that makes him feel “33 years younger”, and Grant livestreams his up-close (but behind a fence) encounter with a T rex thanks to Xfinity Mobile. 

“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.”

“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 into San Francisco in the week leading up to the Super Bowl. Xfinity is partnering with Lyft ads to transform select vehicles into ‘Jurassic Park’ tour cars, while dinosaur projections and a motion-sensing T rex billboard will activate around the city.

It's not the first time that Xfinity has tapped into Universal’s entertainment IP for the ‘Xfinity Imagine That’ platform. In November 2025, Jeff Goldblum starred in a magical ‘Wicked: For Good’ themed spot, also created by Goodby Silverstein & Partners. 

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