Last October/November, CP+B helped launch Xbox One with a series of TV spots designed to show off how with the next-gen system “games and entertainment are no longer separated.” Well, following a series of Playstation 4 ads that positioned that system as the one “For the Players,” CP+B and Xbox One return serve with a new television spot reminding viewers that, oh yeah, “first and foremost, Xbox One is a gaming console.”
The new effort, entitled “Lost,” focuses on the realism of Xbox One’s graphics, imagining them as so realistic that a young man playing Ryse: Son of Rome actually believes he’s sustaining injuries. That, or the dude is just tripping balls, in which case he should probably play something a little less intense. The spot concludes with the somehow familiar sounding tagline, “If it was any more real, it would be real.”
As mentioned, “Lost” does feel like a direct response to the PS4 ads that position it as the system for gamers, which makes a lot of sense for Microsoft. The Redmond, WA giant may have overestimated the appeal of the whole “gaming and entertainment in one” selling point, and now it seems they can’t let Sony claim the “For the Players” crown without a fight. It will be interesting to see how the advertising battles for the two systems play out as both fight to win the next-gen console war. With the systems selling at a pretty close rate, it doesn’t look like things will let up any time soon. and perhaps that’s a good thing. Credits after the jump.
Credits:
AGENCY: CP+B
WORLDWIDE CHIEF CREATIVE OFFICER: Rob Reilly
VP/ EXECUTIVE CREATIVE DIRECTOR: Adam Chasnow
CREATIVE DIRECTORS: Alex Lea, Avital Pinchevsky
CD/ ART DIRECTOR: Michael Raso
CD/ COPYWRITER: Matt Elhardt
VP/ DIRECTOR OF VIDEO PRODUCTION: Chad Hopenwasser
EXECUTIVE INTEGRATED PRODUCER: Aaron Kovan
INTEGRATED PRODUCER: Abbie Noon
JR. INTEGRATED PRODUCER: Jamie Slade
PRODUCTION COMPANY & CITY: Hungry Man, LA
DIRECTOR: Bryan Buckley
VFX DIRECTOR: Phil Crowe
LINE PRODUCER: Brady Vant Hull
DIRECTOR OF PHOTOGRAPHY: Scott Henrikson
EDITORIAL COMPANY & CITY: Cut + Run, Santa Monica, CA
EDITOR: Isaac Chen
ASSISTANT EDITORS: John Jenkins, Doug Scott
SENIOR PRODUCER: Amburr Farls
MIX COMPANY & CITY: Lime Studios, Santa Monica
AUDIO ENGINEERS: Loren Silber, Mark Meyuhas
AUDIO ENGINEER ASSISTANTS: Patrick Navarre, Matt Miller
MUSIC COMPANY & CITY: JSM Music, NYC
COMPOSERS: Joel Simon, Koki Saito
POST PRODUCTION COMPANY & CITY: The Mill, LA
EXECUTIVE PRODUCERS: Jo Arghiris, Anastasia Von Rahl
SR. FLAME ARTIST: Tim Bird
FLAME ARTIST: Matt Trivan
TELECINE: The Mill, LA
COLORIST: Adam Scott
VP/ ACCOUNT DIRECTOR: Evan Russack
MANAGEMENT SUPERVISOR: Laura Likos
CONTENT SUPERVISOR: Cara Finkbeiner
CONTENT MANAGERS: Jessica Cohen, Madison Morris
BUSINESS AFFAIRS MANAGER: Natalie Greenman
GROUP DIRECTOR, PLANNING: Jason De Turris
TRAFFIC MANAGERS: Kelton Wright, Alex Blumfelder