You’re Wrong. Sony’s Xbox Live Vision Ads Are Slightly Brilliant.

Da Freak thinks the ad above is sexist, though arresting. So, Adfreak got that last part right. Adweek says its confusing, though again, beautiful. If you ask us, AKQA created a stellar viral cum 30-second spot for Xbox that changes the gaming advertising a much needed bit. The plot focuses on a woman going through her day who has a goofy box for a head. She ends up at a self group where everyone has boxes for heads. The room contains the new Live Vision camera and after a shaman gets them to use the device, the self-helpers heads explode becoming “the individual human being he or she was meant to be.”

Barbara Lippert from Adweek goes on to say that the spot doesn’t make it clear that Live Vision allows the player’s face to be captured and tracked onto the 3-D body that they control. Yes, it could of been made even clearer, but we got the point. And again, she (like everyone else) was riveted to the screen up until these last seconds due to a strong narrative, great music and fabulous production. Come on – that’s hard to do. So points go to AKQA there. Lippert then says, “geez, these days, not everything has to be personal.” Of course, this spot has to be personal. That’s what the device does. It personalizes your playing experience.

B.L. takes one line to note that the spot features a female gamer. THIS IS HUGE DEAL. In fact, the room of self-helpers has both females and males with box heads. Anyone recall those Playstation ads that tout, “Because Your Girlfriend Bore You Shitless?” Or what about the one with the girl sitting on the toilet, which certainly doesn’t portray women well or the inherent violence in their “This Is Living” commercials? Xbox has taken a different and refreshing tact. Smart move to make Playstation the violent video game brand and Xbox about the “expierence” or “freedom”. Especially after all the recently banned spots by the ASA.

AdFreak wants you to think it is sexist because the shaman is a male. Give us a break. Dudes… You’re being way to PC. Da Freak also comments on her being in her underwear. Um… she’s brushing her teeth and it’s not like she’s in garters. You guys have way too much sex on the brain. Bottom line – the focus is on the woman – her life, her disappoints and her being freed by a gaming device. This is a video game commercial that is targeting woman! Finally someone has caught on that females are the next big thing in video games. Bravo.