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Ad of the Day: Xbox

The console celebrates the one place where you can still drive like a complete lunatic

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Attention, speed demons and road hogs. Don't let the environmentalists and pedestrians kill your high.

So argues this reservedly dangerous "Endangered Species" spot from twofifteenmcann promoting the Xbox racing game Forza Motorsport 4. After the obligatory "Drive responsibly" disclaimer at the beginning, which sits on screen a bit longer than usual, the commercial opens on a young suit pouting in the backseat of a banal sedan that's stuck in bumper-to-bumper traffic. Fed up, he flees, finds his way to a dreamier sports car, and takes off on a skidding, screeching drive that prompts a police chase. The ad is a well-paced, cheeky lament of the persecution of gas guzzlers and—somewhat riskier—of the waning prestige of reckless drivers. Its real power, though, comes from its deadpan voiceover by British TV personality Jeremy Clarkson, host of the long-running daredevil car show Top Gear. "There's hardly a place out here for us anymore," he waxes. "Not amongst all the commuters and congestion." The video game, meanwhile, offers a welcome escape from the world. "It's a communal celebration of horsepower, torque, grip, leather, technology, beauty," he says. "It is the last bastion of automotive lust . . . And it's right there in your living room." In other words, pretty please only try this at home while sitting on your couch guzzling soda and mashing the buttons on your console controller.

Of course, there's always the possibility that part of the message doesn't quite get through to viewers. As YouTube commenter wowzinger puts it (sic): "This is really depressing because its true, what do we do? We dont hurt society, only 5% of crashes are caused by speeders, we are not bad, we_ simply seek thrill, and exitement. WE WILL RISE AGAIN." Cue facepalm.



CREDITS:
Advertising Agency: twofifteenmccann, San Francisco
Chief Creative Officer: Scott Duchon
Associate Creative Director, Copywriter: Joe Rose
Art Director: Rey Andrade
Director of Integrated Production: Tom Wright
Senior Agency Producer: Kate Morrison
Business Director: Peter Goldstein
Management Supervisor: Luke Lamson
Account Executive: Stephanie Scott
Business Affairs Director: MaryBeth Barney
Production Company: MJZ
Director: Nicolai Fuglsig
Director of Photography: Ben Serensin
Executive Producer: Emma Wilcockson
Producer: Suza Horvat
Editorial Company: Final Cut
Editor: Rick Russell
Executive Producer: Saima Awan
Producer: Suzy Ramirez
Editorial Assistant: Jacob Keuhl
Visual Effects: The Mill
3-D Lead Artist: Chris Bayol
2-D Artists: Tara DeMarco, Andy Bate, Elad Offer
Executive Producer: Sue Troyan
Producer: Sabrina Elizondo
End Titles and Animation: Imaginary Forces
Telecine: The Mill
Colorist: Adam Scott
Original Music: Human
Producer: Jonathan Sanford
Sound Designers: Rohan Young, Lime Studios; Rick Russell, Final Cut
Mix: Lime Studios
Mixer: Rohan Young
Audio Producer: Jessica Locke