As part of Comcast’s transformation into Xfinity, the brand was eager to shed the baggage of its past—but not all of it. Some things were worth holding onto, like the Slowskys—a slow-loving turtle couple who became cult favorites for their love of DSL… and their deep disdain for anything too fast. But how do you resurrect a beloved campaign that’s been off the air for nearly three years—and do it with the kind of care that doesn’t feel played out?

To bring the Slowskys back, we didn’t reboot them. We gave them an alibi. Their absence wasn’t about cancellation—it was about life. A baby turtle named Bill Jr., and a few years of tortoise-paced parental leave. Suddenly, their return felt earned, and more importantly, in character.

We leaned into the charm and timing that made the original campaign so iconic—then layered in new dynamics with Bill Jr. in the mix. Familiar, funny, and lovingly crafted, the Slowskys were back to remind customers that Xfinity had the fastest internet speeds out there—but hey, that may not be for everyone.

For the first time ever, the Slowskys also stepped beyond TV and into print and OOH, brought to life through the illustration work of graphic novel artist Derek Kirk Kim. The result was a campaign that respected the past, delighted fans, and moved the characters (slowly) into a new era.