Comcast had a reputation problem. For years, it was one of the most disliked companies in America—and customers had walked away in droves. But in 2010, Comcast rebranded its services as Xfinity, pouring massive investment into infrastructure, innovation, and customer service. With the fastest internet speeds in the industry now back on the table, it was time to win people back. The challenge? Get former customers to switch back—and feel good about it.

The truth is, breakups happen. But sometimes, people come back—and when they do, the best part of breaking up is making up. That lyric, borrowed from The Ronettes’ classic track, gave us the tone and heart of the campaign. This wasn’t about guilt. It wasn’t about shame. It was about reunion—and reminding customers that whatever happened in the past, things are different now.

We brought the insight to life with a series of cinematic spots, each inspired by classic movie make-up tropes. The prodigal son returns. A remorseful girlfriend comes clean. A couple finds clarity in therapy. The jilted band member gets welcomed back. Each story reimagined a former customer “coming back” to Xfinity with all the drama and flair of a rom-com finale. Campy, nostalgic, and undeniably dramatic, the campaign let the brand laugh at itself—while making a sincere case for a second chance.