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Microsoft, CP+B Send Xbox One ‘Invitation’

I may be something of a Sony loyalist, but I’ve got to admit CP+B’s new spot “Invitation” makes the Xbox One shine. Even some of Sony’s biggest fanboys might concede it looks a lot better than the recent PS4 spot.

Directed by Hungry Man’s Bryan Buckley, the commercial vet who recently helmed the R&B-inflected DirecTV spot starring the Manning bros (and who earned an Emmy nod for Grey Poupon’s “The Chase,” also from CP+B),  “Invitation” features users invited into the world of several different games, and one movie. The spot opens with a giant robot warrior crashing a business meeting and making a “come here” gesture to a man giving a presentation. Then we see soccer player Steven Gerrard inviting a fan down from the stands. Spock invites a girl along for some sci-fi adventures. A sports car parks itself in front of some dude’s car and opens its door for him. (This is the automotive equivalent of “come here” apparently.) A zombie attempts to cajole a student in a library to join him, loses an arm, and then tells him to come along with the other arm.

Emphasizing the immersive nature of the next-gen platform, the spot announces, “This is an invitation to a new generation: where your games and entertainment are no longer separated, but together, in one.” Showing Xbox One users utilizing the system’s voice activation to launch games like TitanfallDead Rising 3, and the movie Star Trek: Enter Darkness gives fans an idea of what they can expect on launch day. The spot also shows users making use of the motion sensitive Kinect. You know, the camera that might be spying on you.

Mixing live action with just the right amount of actual gameplay, “Invitation” is slickly produced and should have Xbox fanboys chomping at the bit for the console’s Nov. 22 release date. My biggest problem with the spot is that the one woman featured uses the Xbox One not for gaming, but to watch a movie. Aside from this perpetuation of the gaming industry’s prevailing sexism (which most people won’t even notice), it’s a really solid ad. The whole “invitation” approach works to emphasize both the immersive nature of the system and the all-in-one entertainment value it offers. The $499 starting price, however, is less inviting. Credits after the jump. Credits

FORMAL CLIENT NAME: Microsoft

EXECUTION TITLE: Invitation

AGENCY: CP+B

WORLDWIDE CHIEF CREATIVE OFFICER: Rob Reilly

VP/ EXECUTIVE CREATIVE DIRECTOR: Adam Chasnow

CREATIVE DIRECTORS: Alex Lea, Avital Pinchevsky, Michael Raso, Matt Elhardt

SR. ART DIRECTOR: Robbin Ingvarsson

SR. COPYWRITER: Waldemar Wegelin

VP/ DIRECTOR OF VIDEO PRODUCTION: Chad Hopenwasser

EXECUTIVE INTEGRATED PRODUCER: Aaron Kovan

JR. INTEGRATED PRODUCER: Jamie Slade

PRODUCTION COMPANY & CITY: Hungry Man, LA

DIRECTOR: Bryan Buckley

VFX DIRECTOR: Phil Crowe

EXECUTIVE PRODUCER: Mino Jarjoura

LINE PRODUCER: Brady Vant Hull

DIRECTOR OF PHOTOGRAPHY: Scott Henrikson

EDITORIAL COMPANY & CITY: Cut + Run, Santa Monica

EDITOR: Jay Nelson

ASSISTANT EDITORS: Dustin Zimmerman, Brooke Rupe

SENIOR PRODUCER: Amburr Farls

MIX COMPANY & CITY: Lime Studios

AUDIO ENGINEER: Mark Meyuhas

AUDIO ENGINEER ASSISTANT: Matt Miller

VP/EXECUTIVE INTEGRATED PRODUCER/ MUSIC, TALENT + PUBLIC WORKS: Bill Meadows

INTEGRATED MUSIC PRODUCER: Chip Herter

POST PRODUCTION COMPANY & CITY: The Mill, LA

EXECUTIVE PRODUCER: Jo Arghiris

PRODUCER: Anastasia Von Rahl

SR. FLAME COMPOSITOR: Tim Bird

FLAME COMPOSITOR: Jake Maymudes

TELECINE EP: Larue Anderson

TELECINE: Adam Scott

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

SOUND DESIGN: Stephen Dewey – Machine Head, Mark Meyuhas – Lime Studio

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