The dude's enraptured look toward the end of this U.K. spot (posted below) by McCann Erickson for the Xbox 360 is, to cop a phrase from another McCann campaign, priceless. One might say even call it orgasmic. At any rate, he's clearly enjoying himself as he strums on his Guitar Hero mini-guitar. Note also, if you will, the position of said instrument. I'm not panning this approach or the spot by any means. On the contrary, such a take on gaming is more honest and compelling than most of the effects-crazed entries in the genre. Video games today are all about immersion. This guy, if nothing else, looks pretty darn immersed. His geeky pal off to the side playing DJ Hero seems awfully happy, too. You could interpret their looks as signs of near-euphoric digital satisfaction, which surely casts the product in a glowing light with much of its target audience. Casual gamers and those who don't indulge, of course, will smirk and assume the guys are just wasting time playing with themselves.

—Posted by David Gianatasio