Xbox promotes new price of Crystal Xbox through McCann ad

McCann Erickson is using animation to promote the new price of Microsoft's Xbox.

The agency has created a 20-second ad to promote the fact the Microsoft is relaunching its see-through Crystal Xbox and will charge £99.99 for it.

The ad opens on a series of black-and-white vignettes of men doing mundane activities, such as filling their car with petrol, working in a laundrette or fishing.

Each of the characters is dragged away by a green energy, along with objects that are not fixed to the floor.

The men and the objects are finally sucked into the "X" on the front of a giant Xbox console pictured on a hillside.

The campaign breaks today and will run for three weeks on all terrestrial and satellite channels. Media planning and buying is handled by Universal McCann.

The ad was created by Sue Modral and Sophie Webb. It was directed by Smith & Foulkes, through Nexus.

Michele Marchand, Xbox's marketing manager, said: "The new Xbox TV campaign has been created not only to promote the new price of the Xbox in the UK but also the relaunch of the popular Crystal Xbox. We feel the original style of the ad and animation will have real standout."

McCann won the Xbox account from Bartle Bogle Hegarty last year without a pitch.

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