Xbox reinvents the game tutorial in an ad claiming to be the first to actually make users better at the football game.
Game tutorials typically feature virtual versions of players, but rather than using game footage McCann London worked with Real Madrid stars Ramos, Modric, Isco, Vazquez and Ceballos. The players demonstrate how to recreate their moves on Xbox by displaying the button combinations that need to be pressed on a controller. The video kicks off a real-time social campaign that translates the Real Madrid team’s moves into corresponding Xbox controller button combinations – so while a gamer watches a football match, Xbox’s Twitter feed will teach them how to replicate the moves. The ad was created by Jim Nilsson and Jacob Bjordal and directed by Omri Cohen through Somesuch.