Microsoft kicks off Xbox television campaign

The first batch of television ads in support of the Xbox launch is now airing, with more game-specific commercials to follow.


Microsoft has announced that it has launched its teaser television ad campaign in support of the November 15 launch of its Xbox console. The ads, which were produced by McCann-Erickson Worldwide, debuted on November 4 and will be followed by 15- and 30-second movie-trailer-like ads that will debut on November 11 on television networks such as Fox, UPN, Comedy Central, WWF, ESPN, and MTV. The second wave of ads will focus on the company's first-party Xbox titles and will show gameplay footage of games such as Halo, Oddworld, Amped, Dead or Alive 3, Project Gotham, and NFL Fever 2002.

"We've created an advertising campaign designed to speak directly to the gamers,'' said Craig Markus, creative director for McCann-Erickson. "The Green Jewel teaser ads radiate the spirit and power of the Xbox, while the game ads use actual gameplay footage to give gamers a taste of what they can expect on the Xbox. Our research showed that gamers want to see what Xbox games look like, and they won't be disappointed with these ads.''

"The Xbox was built by gamers, for gamers, so we understand that all of our advertising, promotions, and events need to speak to gamers in a language they respect, and most important, in a voice that conveys the intense and exciting gameplay experience that only can be found on the Xbox,'' said John O'Rourke, director of sales and marketing for the Xbox at Microsoft.

The television campaign, which is part of Microsoft's $500 million advertising budget in support of the Xbox, will run through the holiday season.

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