OK, here’s a proper good ad.
Does it make it to the hallowed levels of ‘great’? Not quite, but it is really fucking good:
oooh me likey, me lightey
But isn’t the dream sequence device the oldest sodding cliche in the book? Better to have a child player being roughed up in the bar with a question like Can You Take It?
There’s no dream sequence.
And an advert at last.
XBOX live is hugely successful because it embraces the social media landscape and educates young children around the world.
It is a long idea that has revolutionised the way the future generation connects with each other through seemless technologies like foursquare, twitter, facebook and fifa12.
I don’t feel any kind of new news, or new experience in this ad. It feels like a short idea. Not a long one. Long ideas last longer.
Not sure this is a dream sequence – unless I’m missing something glaringly obvious…..
Really nice idea, very well executed etc. This feels like the kind of thing Rupert Sanders would have shot 5 or 6 years ago, and that’s no bad thing.
Quite good but shouldn’t it have been ‘Toby’ or ‘Timothy’ rather than ‘Michael’?
I’ve worked out why it’s not great. Well, there are a couple of reasons, but the main one is the shot of Michael: he looks like a bit of a geeky tit. What Mountain and Double Life managed so well was to show the gamer in a way that made him/her seem cool, and not like Michael who looks like he masturbates an awful lot.
And yes, not sure where the dream sequence is.
hate it. as i hate all fucking war games and false glorification. stupid heroism. go and have a wank over fighting wars. fucking perverts. why dont you go and get fucking tortured and killed in real life. long live play? disgusting product. dont like the ad then, sorry.
That’s what I’m saying, Michael looks like a Toby or Timothy or Tristan. In short he looks like a twat. Let’s face anybody who plays these games are a bit of a twat. Get to the pub and be a man. Instead of a nonce on a computer game.
I think it’s brilliant. Spot on with the insight, and produced perfectly. Kudos to the team.
I kind of like the idea to this.
But the writing is extremely contrived and cheesy in my opinion.
It makes me cringe a bit.
Nowhere near as cool as the Halo 3 stuff and a million miles away from the genius of Double Life.
Who directed this? I like it.
making the customer a weenie not a great idea. nicely shot though. the whole thing just feels too informed by the familiar to be really satisfying. therefore it will win gold at Cannes!
saw a print version a few years back and at that time I thought ‘What a great idea!’ Surprised it took them this long to do a TV version.
It’s alright. But it feels like I’ve seen it before. Good VFX. And I bet the client loves it. Gamers will, too. I don’t think it’s aimed at you, Wendy. I expect there’s an online version where you can get you name chanted and picture held aloft by the scarred barkeeper. Double Life is, frankly, in a different league.
Sorry, I meant ‘Mary’, not ‘Wendy’.
watch double life again and tell me they all look cool. they look like fucking weirdo’s.
though the french and saunders spoof was very good.
G-L, perhaps cools was the wrong word, but in general the Double Lifers looked a lot more interesting than Michael, and in showing a range there was a sort of intriguing picture built up to show the edge of a PS gamer.
The other reason it’s not great is the writing. Can you recall a line other than ‘Omaha!’? Double Life’s monologue still sends a little shiver down my spine. This, not so much.
Reason number three: like Vinny says, it’s all a bit familiar. ‘Great’ needs an element of tearing up the rulebook. This is kind of like one of those TBWA Paris PS press ads from 10 years ago brought to life.
And yet it’s still one of the best ads of the year.
gaming used to be a dirty secret.
now it’s mass market and familiar.
the average age of an xbox 360 owner is 25. call them a geek and they won’t give a fuck. i think the portrayal of michael is spot on. looks like every avatar photo out there.
i think this is great. you’re right, the writing could be better, but it seems to fit with the kind of writing you get in games. clunk and explanatory. and when you put a sentence about storming the beaches next to ridding a planet from face sucking anthrapromorph’s. It’s gonna feel uncomfortable.
on a side note. it’s much better than any of the recent yoghurt work.
It is indeed.
I think whatever Michael looked like, he would come across as a bit of a tit. In that case, did we need to see him? I think probably not. The whole idea is that it’s a tribute to a PS gamer and is established pretty early. The picture at the end is just over doing it.
It’s great. Including Michael. A cool person there would have ruined the ad. Hats off to the client for not insisting on that
wanting an ad to be pert and economical might sound a bit like an appeal for teenage chastity or the return of national service, but is no-one else getting REAL BORED of these flabby redux extravaganzas? 2 minutes and 13 seconds? turn it in. and who are these jammy fuckers getting all budgets and stuff to go and make ads with anyway?
this is just a massive circle jerk for gamers. preaching to the choir with lumpy literal in-jokes which won’t mean much to anyone who hasn’t already pre-ordered Smell of Victory 16.
seems to me that expensively rubber-stamping the widely-held notion that gaming is basically virgins sitting in lonely rooms playing out vicarious revenge fantasies and games about little elves is pretty remedial marketing. maybe they’ve given up.
“I’ve conquered worlds”.
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