AdFreak The Flashy First Ad for the Xbox One X Wants You to Feel the 4K Console’s ‘True Power’ Immerse yourself in cinematic gamingBy T.L. Stanley|October 23, 2017 Share By T.L. Stanley|October 23, 2017 Share Xbox One X, the Microsoft product touted as “the most powerful console ever made,” continues to roll out advertising that’s so cinematic it might even lure adrenaline-junkie non-gamers into the fold. A slick new spot from 215 McCann puts sports stars, race cars, aliens and warriors against a catchy Kanye West soundtrack for 60 seconds of nonstop action. It compellingly makes the point that you can be part of this immersive world, if you have $500 to plunk down on the 4K gaming console when it launches Nov. 7. The ad, like the product reveal video from agency Ayzenberg Group first shown at E3 a few months ago, takes pains to be inclusive in its portrayal of gaming fans. This time around, there’s a mix of male and female players of different ethnicities responding to a range of emotions that happen when they’re fighting off demons, scoring touchdowns, crossing the finish line and running for their virtual lives. https://www.youtube.com/watch?v=AVpSlqJDFZg And once again, there’s hair standing on end. By now, everyone likely understands that this is meant to be a visceral experience, but underlining the point is stock-in-trade for the category. The campaign, dubbed “Feel True Power,” also includes a dozen more videos for various media platforms. The hero spot debuted Sunday on the Xbox YouTube page and on TV. CREDITS Campaign title: “Feel True Power” Product: Xbox One X Client: Xbox Client: Microsoft – Xbox Director, Xbox Integrated Marketing – Craig McNary Senior Manager, Xbox Integrated Marketing – Michael Rivera-Dirks Agency: 215 McCann Chief Creative Officer: Scott Duchon Creative Director: Ezra Paulekas Art Directors: Sean Flores Copywriter: John Choe Director of Integrated Production: Alex Spahr Agency Producer: Jonathan Matthews Business Director: Peter Goldstein Account Director: Drew Porter Account Supervisor: Devina Hardatt Assistant Account Executive: Armando Melendez Director of Strategy: Brian Wakabayashi Strategy Director: Cassidy Wilber Senior Strategist: Ryan Ouyoumjian Live Action Production: Psyop Directors: Sean Martin & Marie Hyon Managing Director: Neysa Horsburgh Head of Production/EP: Monica Reimold Producer: Omar Bustos DP: Christophe Collette Editorial: Cabin Edit Editor: Scott Butzer Producer: Michelle Dorsch Managing Partner: Carr Schilling Music: “Power” by Kanye West Music Mix: One Union Mixer: Matthew Zipkin Sound Design & Mix: 740 Sound Mixer: Stephen Dickson Sound Designer(s): Chris Pinkston, Rob Marshall Executive Producer: Scott Ganary Adweek Adweek