Ad of the Day: Xbox

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. [jwplayer dXmd59Gr-1kT9Z8rj] 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

Brand Marketing

Ad of the Day: Xbox

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

Gabriel Beltrone

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Gabriel Beltrone