The commercial invites you to “feel true power”.
The Xbox One X is due to launch on November 7, and Microsoft is due to launch an advertising and marketing blitz for it this weekend, with a new commercial. Ahead of that commercial, they have released a teaser video, which gives us an idea of what the final ad will be like.
It feels like Microsoft will be doubling down on the power angle in their marketing- which is sensible, because being powerful definitely helped the Xbox 360 and PS4 sell at least a bit (and because, to be honest, it’s not like Microsoft has many compelling exclusives to market it with). There is definitely nothing wrong with focusing on the system’s strengths in its marketing- Nintendo played up the Switch’s hybrid angle, as well as its spontaneous local multiplayer abilities, in their marketing for the system, for instance.
Of course, whether or not Microsoft’s marketing for the system manages to resonate as strongly with the masses and public as Nintendo’s did remains to be seen. This Holiday season will be one to watch.