When the 4Q 2024 earnings dropped in March 2025, Xfinity confronted their reality: they had a perception problem. Despite consistently scoring best in connectivity and leading the category in reliability, they suffered from rising disconnects and slowed growth. Competitors were winning at perception of superiority, even with inferior products, convincing consumers that fiber networks are better than cable and 5G wireless is the internet of the future. Which begged Xfinity to ask: how can we re-position our best-in-class network in a way that gets people to think differently about it? Enter their new position: the WiFi is Booming. WiFi that actually works is what people care about, not about where it comes from. They want instantaneous WiFi with no buffering, no hiccups, no restarting. Simply put: they want their WiFi to BOOM. Carmichael Lynch was given a clear and simple assignment: use social media to get “the WiFi is Booming” into culture.
Our chronically online team spotted a TikTok posted just days before the campaign launched. It was from Lil Dicky, the rapper, comedian, and social personality. He was riffing on The Outhere Brothers' 1995 hit "Boom Boom Boom." An idea clicked immediately: what if we got Lil Dicky to remake that song about how much he loves his booming WiFi?
Dave Burd (Lil Dicky's real name) is notoriously picky about brand deals. But he and Xfinity share Philadelphia roots, which helped make it an easy yes. The challenge? Dave only improvises his lyrics. He wanted to stay true to his style, his voice, and his audience. No rigid scripts, no corporate approved lines. We had to trust him.
He delivered. The song hit all our key messages while staying completely authentic to his sound. Lyrics like "Talk, text, type, tweet, I'm on the internet nightly / I gotta get it jumping like it's Kyrie / you know it's high speed / imagine my feed for doing this / that's not right / now I'm glowing up like I'm a spotlight / watching Dark Knight / then a couple fights with no buffer on / unless he got the mic."
We built a music video around the song, shot specifically for social. Dave had a strong point of view on the story he wanted to tell, and we worked closely to bring his creative vision to life. Dancing bagels, llamas, a heavyweight boxing match. The video was absurd and memorable, but it still managed to land our most important message: booming WiFi that just works.
The whole project was a balance between brand needs and creative authenticity. We gave Dave room to be Dave, and he gave us something that could break through on social in a way a traditional ad never could, scoring Xfinity its highest-ever marks in positive sentiment.
The campaign saw great social success with 325.6M social impressions, 235.6K engagements and 34.3M video views. The work received 10 earned media placements, including a premiere placement in People, and received over 600M+ earned impressions. All of the placements reflected a 100% positive sentiment towards the Xfinity and the song, with 67% positive social sentiment read: precisely what we set out to do and a huge accomplishment given the brand’s past struggles with negative sentiment.
