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Xfinity made its first-ever national Super Bowl appearance during Super Bowl LX on Sunday, and the brand chose to do it with one of the most beloved film franchises in history: Jurassic Park.
The commercial, titled “Jurassic Park… Works,” reunites Sam Neill, Laura Dern, Jeff Goldblum, and Samuel L. Jackson in their original roles from the 1993 Steven Spielberg classic. The late Richard Attenborough, who passed away in 2014, also appears through original footage from the film. Oscar-winning director Taika Waititi (Thor: Ragnarok, Jojo Rabbit) directed the spot, reuniting with Neill after their collaboration on Hunt for the Wilderpeople in 2016.
The premise is simple but clever: what if Jurassic Park had reliable Wi-Fi? Instead of Dennis Nedry (Wayne Knight) crashing the systems and unleashing chaos, Xfinity keeps everything running smoothly. The result? The characters actually get to enjoy the park, sipping poolside cocktails and snapping selfies with dinosaurs.
Digital De-Aging and ILM Visual Effects
To pull off the illusion, all three returning stars were digitally de-aged to match their 1993 appearances. Industrial Light & Magic (ILM) handled the visual effects, and the production team used original production materials to faithfully recreate costumes and set designs from the film. John Williams’ iconic original score ties the whole thing together.
“This Sunday, while millions of people watch the Big Game on NBC and Peacock, we’ll be reimagining one of the most iconic moments in movie history,” said Jon Gieselman, Chief Growth Officer for Connectivity and Platforms at Comcast.
David O’Connor, Chief Brand Officer at Universal Entertainment, noted how the Jurassic franchise has “captured the imagination of audiences around the world” for more than three decades.
The Theme Park Connection
For theme park fans, this commercial hits different. The entire premise is literally about a theme park working the way it was supposed to. And Comcast, which owns NBCUniversal, also owns Universal Parks and Resorts. Jurassic Park and Jurassic World are cornerstones of every Universal theme park, from the Jurassic World VelociCoaster at Islands of Adventure to the Jurassic World ride at Universal Studios Hollywood.
The timing is no accident. As part of the Super Bowl LX activations in San Francisco, Universal Orlando sent baby raptors roaming through the city. Jurassic Park-inspired Lyft vehicles hit the streets, dinosaur projections lit up the Hobart Building, and a motion-sensing T. rex billboard went live at 901 Market Street. Universal has made it clear that dinosaurs are their territory.
A Franchise That Never Goes Extinct
The original Jurassic Park (1993), based on Michael Crichton’s novel, won three Academy Awards for Best Visual Effects, Best Sound, and Best Sound Effects Editing. The franchise remains a box office powerhouse, with the original film ranking #38 all-time, Jurassic World at #10, and Jurassic World: Fallen Kingdom at #24.
Neill, Dern, and Goldblum last appeared together on screen in Jurassic World Dominion (2022). The most recent franchise entry, Jurassic World Rebirth starring Jonathan Bailey, arrived in 2025.
The commercial aired during the third quarter of Super Bowl LX, which saw the Seattle Seahawks face the New England Patriots at Levi’s Stadium in Santa Clara, California. It falls under Xfinity’s new “Imagine That” brand platform.
Comcast, Xfinity’s parent company, is reshaping its corporate structure: it plans to spin off NBCUniversal and Sky while keeping Universal theme parks inside the new media and entertainment company.
An extended version of the spot is available on YouTube, along with the game day cut.
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