The first viral ad is a 52-second spot entitled "champagne". It shows a woman giving birth to a baby boy, who is then seen speeding through the air and ageing as he flies. It finishes with an old man crashing to the ground straight into a grave, with the words "Life is short, play more" followed by an Xbox logo.
Television commercials, created by Bartle Bogle Hegarty, will be released in the next few weeks. Last year, Harvey Eagle, European advertising manager for Xbox, told Marketing that Xbox would be positioned as "positive and inclusive", as opposed to PlayStation2's "dark and exclusive" brand identity.
The spots for PlayStation2 were created by TBWA\London's Trevor Beattie and famously directed by American film director David Lynch.
In the US, where the Xbox was launched on November 14, the campaign focused around the idea of a "green jewel" and promoted its features as a console. The campaign was created by McCann-Erickson.
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