The two-minute film features a sofa with revolving seats, representing how gamers can play with "over a million gamers worldwide'. It is running online, in cinemas and retail kiosks, and on a DVD placed on magazine covers.
The film starts with a boyfriend and girlfriend arguing, before the man connects to Xbox Live and his girlfriend is replaced on the sofa next to him by a gamer. They then play football on his Xbox.
More gamers join the man on the sofa as it expands, and he flicks through several games. Eventually, he stops playing and his girlfriend reverses the situation by connecting to the Xbox and ejecting him from the sofa.
The film, which shows the ad running on a TV screen, then directs users to the Xbox web site (www.xbox.com/live) and invites them to enter their email address to find out more information. It also allows users to roll over the ad to restart the film or access the end page.
AKQA said the film needed to work in 14 European territories, so the ad, which starts off in Spanish, uses few lines and relies on visual clues instead. The film can be viewed at www.xboxemea.com/playtogether/manuelssofa/.
Ajaz Ahmed, founder of AKQA, commented: "The video aims to talk to European gamers, showing the experience in a way that is compelling and exciting - something they would want to be involved in.
"Xbox Live lets you experience games the way you want, with the people you like, anywhere and anytime you want at the level you want - it's gaming the way you never thought possible."
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