The Xfinity "Bear Trap" campaign, part of the 2022 "Not That Bad" series, employed dark humor to highlight the frustrations of inadequate home internet. In the ad, a man nonchalantly lives with a bear trap clamped to his leg, insisting it's manageable—mirroring how some tolerate unreliable internet. This metaphor underscores the absurdity of settling for subpar connectivity. Developed by Goodby Silverstein & Partners and directed by Spencer Riviera, the campaign aired during Halloween, aligning with its horror-comedy theme. While specific reach and engagement metrics aren't publicly disclosed, the campaign's unique approach garnered attention across various media platforms, reinforcing Xfinity's message about the importance of dependable internet services.