Danny McBride Wants More, More, More in His Rollicking New Xbox Ad

Danny McBride would like more, in general. Specifically, he'd like more people to come up to him on the street and say they loved him in Your Highness. He can never hear that enough because, well, he never hears it at all. McBride, the brash actor-comedian-pitchman, stars in a new ad for Microsoft Xbox's Game Pass, a just-launched monthly service that gives players unlimited access to hundreds of titles, meaning more ways to school opponents in NBA games and "more dudes with chainsaws chainsawing other dudes" in bloody action scenarios, he says. As marketers have done in the past, Xbox lets McBride be McBride. Do they really need to do more than turn on the camera and let him riff? Probably not. And riff he does here, starting with wildly overacting in a movie-within-a-commercial scene, with the effete director giving him the "Less is more" note. He doesn't take it well, ranting about wanting more snacks, more explosions, and of course, more compliments. Less is definitely not more, he says. It's just math. [kickout id="1"] "Our campaign theme, 'More is better,' is really a way to signal the value in our offering," Xbox's director of integrated marketing Craig McNary said in a statement. "And Danny McBride's straightforward persona made him the perfect match to help our brand deliver that message in a differentiated and compelling way." The two-minute spot, from Ayzenberg Group and directed by longtime McBride collaborator Jody Hill, will anchor a campaign that will feature Instagram Stories with outtakes and animated GIFs. The campaign will get a paid digital push, along with Facebook, Twitter, YouTube and other platforms. CREDITS Client: Microsoft Craig McNary – Director, Xbox Integrated Marketing Josh Munsee – Senior Manager, Xbox Integrated Marketing Agency: Ayzenberg Group Broadcast Gary Goodman – Executive Creative Director Matt Bretz– Executive Creative Director Mehera Bey, VP, Production Allen Bey, Creative Director Tara Cheitlin, Producer Joe Williams, Editor Production Company: Caviar Director: Jody Hill Ad Campaign Matt Rice, VP, Creative Operations Stu Pope, Principal/Creative Director/Copywriter Keith Ewing, Creative Director Clarence Lansang, Creative Director Hunger Lam, Sr. Art Director Ignacio Martinez, Art Director Terry Wolfinger, Sr. Illustrator Social Media Rebecca Rose, SVP, Social Media Cory Teale, Director, Operations Caroline Collins, Director, Social Media Fern Espinoza, Creative Director Jude Ambrosio, Associate Director, Social Strategy Gary Seastrom, Art Director Kate Tornay, Copywriter Jasen Wong, Copywriter Shaun Lang, Photographer David Espinoza, Designer Allan DeLeon, Senior Producer Bori Surh, Producer Account Justin Hills, VP, Strategy and Integration Justin Kirby, Account Director Chy Lin, Senior Integrated Project Manager

AdFreak

Danny McBride Wants More, More, More in His Rollicking New Xbox Ad

Which is why he's a fan of Game Pass

T.L. Stanley

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T.L. Stanley