Microsoft Xbox takes viewers on a wild ride alongside actor Daniel Kaluuya in a fantastical trailer promoting the launch of its Series X and Series S next-gen consoles.
The spot from 215 McCann sees the “Get Out” and “Black Panther” actor settling down for the evening to play a video game, but once his bottom hits the couch, he’s immediately transported into a wondrous dreamscape. He plunges toward the ocean and encounters a fleet of pirate ships. He’s then swept up into the stratosphere, goes face-to-face with Halo hero Master Chief and becomes a god-like giant, curiously picking at planetary objects. Labrinth’s track “No Ordinary,” adds to the film’s celebratory vibe.
The spot, titled “Us Dreamers,” is part of Xbox’s global “Power Your Dreams” campaign and aims to capture the journey of gamers around the world. “In ‘Us Dreamers,’ we tell the story of all gamers as they create and explore new worlds and connect with friends, old and new,” said Craig McNary, director, Xbox brands and advertising, in a statement. “We invite gamers to join us in realizing new dreams and the full potential that gaming has to offer.”
Reset’s Ian Pons Jewell directed, while MPC was behind the spot’s dazzling visuals. The Series X and Series S consoles are set to drop on November 10.
The spot aired this past weekend during Sunday Night Football’s game between the Minnesota Vikings and the Seattle Seahawks. The global campaign will be running in key markets, including the U.S., the U.K., Mexico, France, Australia and Germany.