Xbox "Xbox Live: For when it really matters" by McCann London

It may not be the FA Cup final but Marcus Rashford and Willian prepare for a game of Fifa 17 with the same level of dedication.

An Xbox Live spot, by McCann London, puts a lighthearted spin on sports ads that depict athletes’ pre-game rituals. The players are seen kissing a cross necklace, stretching, washing their hands and putting on special slippers before the big moment with their Xbox controllers. The work was written by Matt Searle, art directed by Olly Wood and directed by Andreas Roth through Riff Raff. 


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