Every year Xfinity brings the States Watchathon: an event where everyone gets total access to all premium channels and On Demand content. It has become a celebration of binge-watching behavior.

To let America know it was returning we created a fully integrated campaign that ran through the Pre, During and Post phases of Watchathon with the message for you to ‘tap out of your work life and go binge’. Here is a small selection of the assets created for that campaign some of which featured The Sopranos star Paulie Walnuts.

Thanks to our campaign, viewership went up 36% from last year with over 105M hours watched (75M previously), exceeding their viewership goal by a whole lot.

Director: Kenny Herzog