Commercial: XBOX 360
Here's a television spot advertising Microsoft's XBOX 360. The ad's concept is one seen relatively frequently on tv: one person performs an action, sets off a chain reaction, eventually leading to a large group of people who have spontaneously joined in and are performing a similar action. Brands such as Fido cellular and Addidas (soccer) have used the idea recently in their television spots. But where there is usually some sort of wholesome activity tinged with a joie de vivre in other ads using this concept, the XBOX commercial depicts a make believe mass gun battle. It strikes me as rotten, a depressing extension of our culture's psyche into reality. For gamers, the idea of finding themselves in the midst of a real world-fantasy world crossover might be thrilling and fun. It just seems too much, too close, and too violent.
Watch the video and see what you think. Keep an eye out for the especially creepy scene toward the end of the man who exits the building onto the street to pantomime the shooting death, using what would be a sort of pump shot gun) of a (willing participant) taxi driver.
Friday, August 18, 2006
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The silly thing is, when we were in high school, we used to do this exact thing. Those of us that were hip to what we referred to as "The Resevoir Ending" (i.e. Resevoir Dogs) would stand up at a random moment (in class, at a party, out in the street) and shout "Resevoir Ending!" and then point 'finger guns' at one another (at least three, most I think we ever had was eight), look at each other tensely, and then play out a glorious gun battle. It was awesome at disrupting class.
"Violence" is a part of our nature - and our suppression of our hunting instincts has lead to other outlets for this. To ignore that humans can be inherently violent is a bit naive. There isn't really definitive links between gaming and violence - the number of incidents where gaming has been noted as a factor (perhaps), is completely overshadowed by religious and poverty inspired violence.
In fact - to prove it as such, 'Childsplay,' a charity by gamers raises millions every year to donate to Children's Hospitals Across North America.
Frankly, I think this ad is brilliant - sure, the relative concept is not new, but if you look past the shallow visual link, you get an incredible picture - people at play, and harmless play at that.
When are we going for beers?
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