The three-month print and digital campaign, by Bartle Bogle Hegarty and AKQA, uses three creative executions with the overarching strapline: "The ultimate broadband gaming experience has arrived."
"This launch is of fundamental strategic importance for Xbox," Neil Thompson, Xbox's European marketing director, said. "The raison d'etre behind the console was to set a higher standard and new gaming experience. However, we do not see it as a mass-volume business in the short term."
The digital push includes a microsite, www.ilovelive.com, and a video clip featuring Chinula, a parody of a television evangelist who is mad about gaming.
The print campaign will push different features of the new service to Xbox's core audience in gaming and technology monthly titles.
"Tongue" features a man with a digitally elongated tongue alongside the strapline: "Talk as you play." The commercial highlights how gamers can use the Xbox Communicator to talk with other players.
"Neck" shows a man with a giraffe-like neck peering over a crowd of people.
The strapline reads "Find your friends", with the accompanying copy explaining how a list option allows players to track their friends across all games.
The ads were written by George Prest and art directed by Johnny Leathers.
Media planning and buying was handled by Universal McCann.