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CP+B, Xbox One Take Different Approach with ‘Lost’

Last October/November, CP+B helped launch Xbox One with a series of TV spots designed to show off how with the next-gen system “games and entertainment are no longer separated.” Well, following a series of Playstation 4 ads that positioned that system as the one “For the Players,” CP+B and Xbox One return serve with a new television spot reminding viewers that, oh yeah, “first and foremost, Xbox One is a gaming console.”

The new effort, entitled “Lost,” focuses on the realism of Xbox One’s graphics, imagining them as so realistic that a young man playing Ryse: Son of Rome actually believes he’s sustaining injuries. That, or the dude is just tripping balls, in which case he should probably play something a little less intense. The spot concludes with the somehow familiar sounding tagline, “If it was any more real, it would be real.”

As mentioned, “Lost” does feel like a direct response to the PS4 ads that position it as the system for gamers, which makes a lot of sense for Microsoft. The Redmond, WA giant may have overestimated the appeal of the whole “gaming and entertainment in one” selling point, and now it seems they can’t let Sony claim the “For the Players” crown without a fight. It will be interesting to see how the advertising battles for the two systems play out as both fight to win the next-gen console war. With the systems selling at a pretty close rate, it doesn’t look like things will let up any time soon. and perhaps that’s a good thing. Credits after the jump.

Credits:

AGENCY: CP+B

WORLDWIDE CHIEF CREATIVE OFFICER: Rob Reilly

VP/ EXECUTIVE CREATIVE DIRECTOR: Adam Chasnow

CREATIVE DIRECTORS: Alex Lea, Avital Pinchevsky

CD/ ART DIRECTOR: Michael Raso

CD/ COPYWRITER: Matt Elhardt

VP/ DIRECTOR OF VIDEO PRODUCTION: Chad Hopenwasser

EXECUTIVE INTEGRATED PRODUCER: Aaron Kovan

INTEGRATED PRODUCER: Abbie Noon

JR. INTEGRATED PRODUCER: Jamie Slade

PRODUCTION COMPANY & CITY: Hungry Man, LA

DIRECTOR: Bryan Buckley

VFX DIRECTOR: Phil Crowe

LINE PRODUCER: Brady Vant Hull

DIRECTOR OF PHOTOGRAPHY: Scott Henrikson

EDITORIAL COMPANY & CITY: Cut + Run, Santa Monica, CA

EDITOR: Isaac Chen

ASSISTANT EDITORS: John Jenkins, Doug Scott

SENIOR PRODUCER: Amburr Farls

MIX COMPANY & CITY: Lime Studios, Santa Monica

AUDIO ENGINEERS: Loren Silber, Mark Meyuhas

AUDIO ENGINEER ASSISTANTS: Patrick Navarre, Matt Miller

MUSIC COMPANY & CITY: JSM Music, NYC

COMPOSERS: Joel Simon, Koki Saito

POST PRODUCTION COMPANY & CITY: The Mill, LA

EXECUTIVE PRODUCERS: Jo Arghiris, Anastasia Von Rahl

SR. FLAME ARTIST: Tim Bird

FLAME ARTIST: Matt Trivan

TELECINE: The Mill, LA

COLORIST: Adam Scott

VP/ ACCOUNT DIRECTOR: Evan Russack

MANAGEMENT SUPERVISOR: Laura Likos

CONTENT SUPERVISOR: Cara Finkbeiner

CONTENT MANAGERS: Jessica Cohen, Madison Morris

BUSINESS AFFAIRS MANAGER: Natalie Greenman

GROUP DIRECTOR, PLANNING: Jason De Turris

TRAFFIC MANAGERS: Kelton Wright, Alex Blumfelder

 

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