Microsoft today released an all-new Xbox One commercial featuring Star Trek's Zachary Quinto and Liverpool midfielder Steven Gerrard. The advertisement is the first from Microsoft's Xbox One global media campaign, scheduled to begin this weekend.
Dubbed "Xbox One: Invitation," the advertisement plays up the console's "all-in-one" nature and features Quinto and Gerrard beckoning players to join them. Platform-exclusives like Titanfall, Forza Motorsport 5, Dead Rising 3, and Ryse: Son of Rome are the focus.
"This is an invitation to a new generation," a narrator says. "Where your games and entertainment are no longer separated, but together, in one." Users are shown booting up the console by saying "Xbox, on," and answering Skype calls with a command of "Xbox, answer."
The video was directed by Bryan Buckley with visual effects from The Mill, the production company also behind Sony's PlayStation 4 "Perfect Day" commercial using Lou Reed's song. Buckley received an Oscar nomination for Asad and has directed numerous Super Bowl commercials.
Xbox general manager of consumer marketing Robert Matthews said Microsoft's Xbox One advertising effort will be one of "our most integrated and comprehensive global campaigns ever." The campaign will begin in earnest on October 27 during Sunday Night Football on NBC.
Microsoft's Xbox One advertisements will be shown in 12 markets around the world. The commercials will run during shows like The Big Bang Theory, X Factor, Saturday Night Live, Modern Family, The Walking Dead, Sons of Anarchy, and Duck Dynasty. Ads will also run online, on billboards, and at movie theaters.
In addition to the new Xbox One commercials, Microsoft's Xbox team is visiting 75 cities around the world in person as part of its Xbox One Tour.
The Guardian reports that the cost of Microsoft's global advertising campaign for the Xbox One is likely to be at least $100 million. The Xbox One launches November 22 for $500.
Sony has already commenced its PlayStation 4 advertising blitz, through a partnership with Taco Bell and via the aforementioned "Perfect Day" advertisement. The PS4 launches November 15.