Jurassic Park gets a reboot and a tech upgrade

By Staff on Wednesday, February 4, 2026

Jurassic Park gets a reboot (and a WiFi upgrade) in Xfinity’s Super Bowl debut

Comcast’s Xfinity makes its Super Bowl debut by asking a big “what if?”—what if Jurassic Park had just had decent internet?

The campaign, titled “Jurassic Park…Works”, imagines a world where the park’s tech doesn’t catastrophically fail – because it’s powered by Xfinity’s WiFi, mobile and smart home services.

Cue a relaxed Ian Malcolm (Jeff Goldblum) sunbathing, Alan Grant (Sam Neill) livestreaming a selfie with a T. rex, and Ellie Sattler (Laura Dern) enjoying a jog with a herd of gallimimus.

Created by Goodby Silverstein & Partners and directed by Taika Waititi, the spot continues the “Xfinity Imagine That” brand platform, celebrating a frictionless, fully connected life.

It’s also a tribute to the original 1993 film – right down to the resurrected cast and John Williams’ classic score.

Visual effects were handled by ILM, the original studio behind the film’s dinosaurs.

The spot was a joint effort with Universal Pictures, Amblin and Xfinity Creative, who worked closely to recreate sets and costumes using original materials—preserving the spirit of the 1993 classic.

But not everything in this fantasy reboot hits the mark. The ad leans on digital de-aging, giving the original trio a waxy sheen that at times veers into uncanny valley.

The campaign extends off-screen too, with San Francisco activations including Jurassic Lyft rides and an interactive T. rex billboard.