Comcast: Storm Ready

How do you deliver critical information to customers during a crisis—without creating more confusion or frustration? When severe weather or natural disasters strike, Comcast’s Crisis Communications team steps in to help customers prepare, stay connected, and understand what to expect. Ahead of hurricane season, we partnered with the team to create a series of 30-second broadcast spots designed to inform customers, manage expectations, and offer real tools for resilience.

The campaign covered key topics: downloading content in advance with the Xfinity Stream app, staying online via Xfinity WiFi hotspots, tracking connection status through the My Account app, and preparing homes and devices for possible outages. Each spot provided clear, actionable steps to help customers stay connected—even when the storm hits.

We also tackled a vital but often overlooked detail: Comcast can’t begin network repairs until local electric utilities restore power. That message helped clarify delays, protect the safety of technicians, and build trust with customers by setting realistic expectations.

Following the hurricane-focused rollout, we developed an updated winter campaign addressing seasonal threats like snowstorms, freezing temperatures, and power outages. The strategy and tone remained the same—calm, direct, and empathetic—ensuring customers had the right tools, apps, and information to stay informed and connected through winter’s worst.

Whether facing hurricane winds or icy roads, these spots delivered timely support, helping Comcast reinforce its role as a steady presence in uncertain times.