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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.
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