Client

Xfinity x Lil Dicky

Campaign

Boom, Boom, Boom

When Xfinity's 4Q 2024 earnings dropped in March 2025, they faced a perception problem. Despite leading in connectivity and reliability, they were losing customers and growth had slowed. Competitors with inferior products were winning by convincing consumers that fiber and 5G wireless were superior to cable (even though it’s not!).

Enter Xfinity's new positioning: "the Wi-Fi is Booming." People care about Wi-Fi that actually works—instant 5 bars, hassle-free connection, speed—not the technology behind it. Carmichael Lynch's assignment: use social media to get "the Wi-Fi is Booming" into culture.

It didn’t take long for our chronically online team to spot this TikTok from rapper, comedian, and social personality Lil Dicky. Instantly an idea was born: get Lil Dicky to reimagine The Outhere Brothers' 1995 hit “Boom Boom Boom” and rap poetic about his love for booming Wi-Fi.