The Flashy First Ad for the Xbox One X Wants You to Feel the 4K Console’s ‘True Power’

Immerse yourself in cinematic gaming

Headshot of T.L. Stanley

Xbox One X, the Microsoft product touted as “the most powerful console ever made,” continues to roll out advertising that’s so cinematic it might even lure adrenaline-junkie non-gamers into the fold.

A slick new spot from 215 McCann puts sports stars, race cars, aliens and warriors against a catchy Kanye West soundtrack for 60 seconds of nonstop action. It compellingly makes the point that you can be part of this immersive world, if you have $500 to plunk down on the 4K gaming console when it launches Nov. 7.

The ad, like the product reveal video from agency Ayzenberg Group first shown at E3 a few months ago, takes pains to be inclusive in its portrayal of gaming fans. This time around, there’s a mix of male and female players of different ethnicities responding to a range of emotions that happen when they’re fighting off demons, scoring touchdowns, crossing the finish line and running for their virtual lives.

And once again, there’s hair standing on end. By now, everyone likely understands that this is meant to be a visceral experience, but underlining the point is stock-in-trade for the category.

The campaign, dubbed “Feel True Power,” also includes a dozen more videos for various media platforms. The hero spot debuted Sunday on the Xbox YouTube page and on TV.

Campaign title: “Feel True Power”
Product: Xbox One X
Client: Xbox

Client: Microsoft – Xbox
Director, Xbox Integrated Marketing – Craig McNary
Senior Manager, Xbox Integrated Marketing – Michael Rivera-Dirks

Agency: 215 McCann
Chief Creative Officer: Scott Duchon
Creative Director: Ezra Paulekas
Art Directors: Sean Flores
Copywriter: John Choe
Director of Integrated Production: Alex Spahr
Agency Producer: Jonathan Matthews
Business Director: Peter Goldstein
Account Director:  Drew Porter
Account Supervisor: Devina Hardatt
Assistant Account Executive: Armando Melendez
Director of Strategy: Brian Wakabayashi
Strategy Director: Cassidy Wilber
Senior Strategist: Ryan Ouyoumjian

Live Action Production: Psyop
Directors: Sean Martin & Marie Hyon
Managing Director: Neysa Horsburgh
Head of Production/EP: Monica Reimold
Producer: Omar Bustos
DP: Christophe Collette

Editorial: Cabin Edit
Editor: Scott Butzer
Producer: Michelle Dorsch
Managing Partner: Carr Schilling

“Power” by Kanye West

Music Mix: One Union
Mixer: Matthew Zipkin

Sound Design & Mix: 740 Sound
Mixer: Stephen Dickson
Sound Designer(s): Chris Pinkston, Rob Marshall
Executive Producer: Scott Ganary

@TLStanleyLA T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.
Publish date: October 23, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT