AdFreakThe 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 ShareBy T.L. Stanley|October 23, 2017 ShareXbox 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=AVpSlqJDFZgAnd 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: XboxClient: Microsoft – Xbox Director, Xbox Integrated Marketing – Craig McNary Senior Manager, Xbox Integrated Marketing – Michael Rivera-DirksAgency: 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 OuyoumjianLive Action Production: Psyop Directors: Sean Martin & Marie Hyon Managing Director: Neysa Horsburgh Head of Production/EP: Monica Reimold Producer: Omar Bustos DP: Christophe ColletteEditorial: Cabin Edit Editor: Scott Butzer Producer: Michelle Dorsch Managing Partner: Carr SchillingMusic: “Power” by Kanye WestMusic Mix: One Union Mixer: Matthew ZipkinSound Design & Mix: 740 Sound Mixer: Stephen Dickson Sound Designer(s): Chris Pinkston, Rob Marshall Executive Producer: Scott Ganary Adweek Adweek