A new promotional spot for Wicked, titled “Connect to Your Dreams,” has been released, offering fans a nostalgic look at co-stars Ariana Grande and Cynthia Erivo as they react to their casting as Glinda and Elphaba in the upcoming film adaptation of the Broadway hit.
Directed by Wicked cinematographer Alice Brooks alongside director Jon M. Chu, the promo highlights the actresses’ excitement and longstanding dreams of playing these iconic roles.
In the footage, viewers see a throwback to 2021 when Chu personally informed Grande and Erivo of their casting.
“I think the world needs to see more of you, and we would love you to be our Elphaba,” Chu tells Erivo, who beams with joy.
Chu’s words to Grande, “We want you to be our Glinda the Good,” are met with her tearful, overjoyed reaction. The spot also recalls Grande’s decade-old tweet declaring her wish to play Glinda, adding a heartfelt layer to her casting announcement.
This promotion, a collaboration between Wicked distributor Universal Pictures and Xfinity, aligns with Comcast’s tradition of creating immersive, long-form commercials.
Previous Xfinity promotions have included a mini-sequel to E.T. and a Sing 2 spinoff.
The Wicked spot, in an accelerated release ahead of the usual Macy’s Thanksgiving Day Parade debut, also serves as an ad for Comcast’s Xfinity broadband, mobile and pay-TV services.
The spot will soon be showcased in 4DX format in select U.S. theaters, thanks to a partnership with National CineMedia and CJ 4DPlex. The 4DX format promises an immersive experience with synchronized motion seats and effects like wind, bubbles and lightning to bring the magic of Oz to life.
Clayton Ruebensaal, Xfinity’s chief creative officer, shared the goal behind the campaign.
“We aimed to tell a story that showcased how the power of connection, plus a bit of technology and magic, brought these two actors together and into the roles of Glinda and Elphaba.”
Wicked, premiering on Nov. 22, is projected to earn over $80 million in its opening weekend, with significant pre-release excitement building across social and digital platforms as the promotional campaign unfolds.
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