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The Independent Television Commission is investigating more than 20 complaints about a launch ad for Microsoft's Xbox console. The TV ad, by Bartle Bogle Hegarty, depicts a woman giving birth, then the baby ageing as it flies through the air, before finally hurtling into a grave at the end. Separately, the ITC is also considering at least 20 complaints, including eight from the Chinese community, that the latest Sainsbury's ad for its Oriental range is insensitive. The ad features Jamie Oliver speaking Cantonese.