Xbox launches with TV and cinema ads

Xbox is marking its long-awaited launch this week with a 60-second TV and cinema execution called 'Mosquito'. It breaks on tomorrow (Thursday), the console's launch date, as part of a campaign to get people to 'Play more'. The ad features a swarm of mosquitoes making music by moving their wings in a jungle, before cutting to mosquitoes sucking human blood. A voiceover explains mosquitoes were once the best musicians in the world but that every time they start playing now, humans try to kill them. The ad closes with a small child innocently playing as the narrator says: 'Humans, you have a natural gift for playing. Don't Lose It', with the end line 'Xbox. Play More'. Creative is by Bartle Bogle Hegarty with media handled by Universal McCann.