Xbox One’s first TV commercial focuses on NFL

Friday, 6th September 2013 03:48 GMT By Brenna Hillier

What is Xbox One for? It’s for watching the football*, apparently, while making Skype calls with your friends, who are mysteriously also watching the football but in an open air bar equipped with a big screen TV and console.

IGN reports this is the first TV commercial for Xbox One, and it has nothing to say about video games. To be fair, everyone likely to look at this article already knows all about the games, but may conceivably need to be informed about sport, while the wider audience who find this sort of thing deeply compelling probably aren’t going to be swayed by some clips from Forza 5. Also, this ad began airing alongside the 2013 NFL season, so there’s a lot of potential consumer synergy there.

Anyway, I’m looking forward to seeing what Microsoft and Sony bring to the party as we count down towards the November launch of both consoles; the latter has a particularly interesting back catalogue of TV spots.

Microsoft began making a major push for TV content on Xbox Live since well before the Xbox One debuted and looks set to try and muscle in among cable TV providers as a living room all-in-one device.

Thanks, Shack News. *Football as defined by Americans. Don’t even get the Australian started on this topic, Euro friends.



  1. JJ

    the commercial was shown during the 1st Nfl game

    #1 1 year ago
  2. Aullah

    But you can watch NFL without it, right? I dont get it.

    #2 1 year ago
  3. pcbros

    This was smart advertising. They show the football, skype and social aspects of the Xbox One during an NFL game. This way they attract football fans to the Xbox One.

    Everyone knows the Xbox One is a gaming platform, now time to show them what else it can do.

    #2 – I believe Microsoft struck a deal with the NFL, so you get what is essentially the NFL package (you can watch every game) on the XB1 along with Fantasy Football.

    #3 1 year ago
  4. Dragon246

    You know, I prefer “inside out” strategy of Sony more like the “outside in” one at MS has.
    And its easy to say who is winning.

    Sure, extra things are always important, but first try to cater to the core audience for a while before going out. Its a better strategy imo.

    #4 1 year ago
  5. ddtd

    It ses like RedZone on steroids. I bet fantasy football players will get on board.

    #5 1 year ago
  6. pcbros

    @4 – I hope you are not referring to that annoying PS4 commercial with some weirdo walking the streets in a purple suit lol…

    #6 1 year ago
  7. Aullah

    @3 pcbros WTF is fantasy football? Im not a jenkie, I have no fuckin idea…

    #7 1 year ago
  8. pcbros

    @7 – I’m no expert, but you essentially draft your own players and depending how those individual players do in reality, you get points.

    You’d have to google it :)

    #8 1 year ago
  9. Dragon246

    Which one?

    #9 1 year ago
  10. ddtd

    @4 Sony’s strategy is certainly working better when it comes to marketing towards hardcore gamers, but that demographic isn’t going to “win” (use that term loosely, because winning is merely selling more than the competition, not literally beating the other out of business) the war for sales alone.

    There’s a significant number is casuals out there that only pick up the controller to play the new Madden, Fifa or NBA 2K game. What these consumers are going to gravitate to are features outside of games that give perceived value to their purchase.

    For the NFL fan, these are features they’re going to gravitate towards.

    #10 1 year ago
  11. ddtd

    Wow. I wrote gravitate one too many times.

    #11 1 year ago
  12. pcbros

    @9 – The only one they have aired in the USA.

    @10 – Don’t forget they are targeting casual and NFL fans with this particular commercial. But they will no doubt have commercials that target hardcore gamers.

    I’m sure they are trying to make this the must have entertainment unit for your living room (games, TV, football, internet, skype, etc).

    #12 1 year ago
  13. Animeboy413

    Wow I really want XBox One

    #13 1 year ago
  14. Animeboy413

    Do, believe XBox One is the better whole value then PS4

    #14 1 year ago
  15. Legion

    “…who are mysteriously also watching the football but in an open air bar equipped with a big screen TV and console.”

    The guy was having a party on his roof. I don’t know how many times I have setup my TV outside for a Football game? Too many to count. And parties on the roof are Legen…. wait for it………….. dary!


    #15 1 year ago
  16. dsr

    This is ridiculous.
    People who they are trying to target with this ad are not going to pay $500 for a box to watch TV on their TV.

    #16 1 year ago
  17. Major Mayhem 70

    The commercial was very effective for what it was trying to convey. In the US football is boss. Many football fans play video games so showing the Xbox displaying a video game isn’t necessary. Xbox is already know for gaming. The commercial was show how the Xbox and the NFL is connected. It was shown on the first game of the season. Smart marketing hands down. Kudos to Xbox One.

    #17 1 year ago
  18. polygem

    @4: yeah agree, just like nintendo do it.

    i can see what they’re doing here, i can see that it makes a lot of sense but at the same time i think they transport a “strange” message with this. they say, our focus isn’t games anymore.
    especially after all the negative feedback they received they should focus on gaming gaming gaming with their marketing for the next year.
    …but well, the fact IS, it’s just not their focus, so what can they do?
    i must admit that this disappoints me. the 360 was my main console. i liked a lot of things about it. i wanted to buy the nextbox day one but if everything they show screams, oh boy, i hate this shit…then why should i go out and buy it? because i knew the 360 was a good experience (before the ads). no, that’s not enough. they killed all the trust with their drm and halo tv series bs.
    i really think sony do a much better job atm. they focus on what they’re good at and show small puzzle pieces of what’s to expect in the future to make people wanting more and make them excited. nintendo does the same. i love the nintendo directs. perfect communication. ms thinks bigger, that’s ok…but their vision is not for me. nothing i want in my life. must not mean their box aint successful, just doesn’t look like it’s for me.

    edit…and well…THIS is THE dudebro trailer. it just is.

    #18 1 year ago
  19. taternuggets

    @16 You could not be more wrong. The fantasy football aspect alone will be a system seller.

    #19 1 year ago
  20. mistermogul

    This is a very cheesy ad…

    #20 1 year ago
  21. tenthousandgothsonacid

    Great * footnote Brenna :)

    #21 1 year ago
  22. Fethennour

    It reminds me of something : “TV” “TV” “TV” “Sports” “Sports” “TV” “Sports” “Sports” “TV” “TV” “Sports” “TV” :D

    #22 1 year ago
  23. EVO V

    @21 I agree , made my skin crawl , yuk !

    #23 1 year ago
  24. CyberMarco

    Gotta love the fineprint details in the bottom, all those features aren’t available out-of-the-box but require extra hardware/subscription.

    Consumerism these days! :P

    #24 1 year ago
  25. pcbros

    @21 – “This is a very cheesy ad…”

    They should have had a loser walking down the street in a wanna-be Joker’s suit (purple), have a group of people follow him and then right before he reaches some type of battleground, he does a two-handed fist pump.

    That would have showed off a lot more clearly what the system can do :P

    #25 1 year ago
  26. Javinator

    Sony’s First PS4 commercial had no games either. It did not show any of the PS4′s abilities. NOTHING. Lol
    It didn’t even show the PS4 system (Deja Vu – Feb 20). It was just weird:

    #26 1 year ago
  27. FeaturePreacher

    $500 to do something your phone can already do. This seems to have all the appeal that those dancing surface ads did.

    #27 1 year ago
  28. noamlol2

    it seems they haven’t learned a single thing from E3…

    #28 1 year ago
  29. dmendro

    I think everyone would agree the XBOX 360 was successful and a great gaming system. HEre’s some of the launch commercials for the 360.

    Not one showed games!!!! :P

    #29 1 year ago
  30. pcbros

    @30 – “it seems they haven’t learned a single thing from E3…”

    Judging by Sony’s commercial linked above, seems like they haven’t learned a single thing from the PS4 reveal back in February… (actual system and games not shown) ;)

    @29 – “$500 to do something your phone can already do”

    They are showing off features not found on the PS4. Sounds smart to me.

    Why would Microsoft create a hardcore game commercial and run it during NFL games? Wouldn’t showing off their NFL features be a smarter thing to do during NFL games?

    Now when the regular guy (not just hardcore elite gamers) goes to Best Buy, he will be asking, “Hey does the PS4 also have Skype, Fantasy Football and the NFL package?”. Microsoft is differentiating the Xbox One from the PS4, which is smart. You don’t want people to think both consoles are the same, then people will just buy the cheaper one.

    Microsoft is trying to reach hardcore gamers and casual gamers. They want this to be our living room entertainment system. Not a just a game console.

    Don’t forget, hardcore gamers represent a small percentage in the world. The sales figures of the Wii vs PS3/XB360 is pretty large (~100M vs ~79M). Nintendo’s problem with the Wii was that they focused on casual gamers and didn’t really go after the hardcore COD/BF4 gamers. They didn’t really have the 3rd-party support to compete head to head with Microsoft and Sony. Which is ok, because their systems tend to be cheaper and their first-party games tend be great :)

    Microsoft is in a different position than Nintendo was with the Wii. They have the casual gamers (Kinect 2, Skype, Fantasy Football, etc) and they have the 3rd-party support to bring in the hardcore gamers too. So no one gets left out.

    #30 1 year ago
  31. sg1974

    “Sony needs to decide if their console is an entertainment device or a gaming machine. Ours is a gaming machine.” Aaron Greenberg, 2010.

    How times change.

    #31 1 year ago

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