Microsoft XBOX : Invitation (Behind the Scenes)

Let the console wars begin. Crispin Porter + Bogusky's debut work for the Xbox One console has now launched, and like much of the previous work in the category, it's a blockbuster. Directed by Hungry Man's Bryan Buckley, "Invitation" stars a motley, all-star cast, including Zachary Quinto's Spock, soccer star Stephen Gerrard, zombies, a giant robot and the McLaren P1 hybrid sportscar. Colorful characters motion at everyday folks to join in -- and ultimately, it all ends up in the living room, where we find gamers and movie watchers interacting with the new console. Launching on broadcast this weekend during Sunday Night Football on NBC, the ad goes full-force in promoting the new console as an "all-in-one" center of home entertainment, which is exactly what the Microsoft had set out to do when it launched the One's predecssor, the Xbox 360, back in 2005. Unlike its biggest competitor, the PlayStation Four, whose advertising has passionately addressed the gamer set (it recently launched an online auction platform where PS gamers could vie for game-related gear), it's clear from its new ad that Xbox is going for broad appeal. Check out the new Xbox One the ad came together in the Making Of video and read more about it on Adage.com.

Microsoft XBOX : Invitation (Behind the Scenes)

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