Xbox TV Commercial Urges Europeans To Play More

“Mosquito” TV Spot Will Premiere On Playmore.com on 11^th March,  Hits TV On 13^th March In Major European Markets

LONDON, 7th March 2002 – What do stressed-out mosquitoes and European video gamers have in common?  They both need to “Play More”, according to a new television and cinema commercial supporting the 14th March launch of Xbox, Microsoft’s future-generation video game system.

The commercial, titled “Mosquito”, premieres on playmore.com, the Xbox European brand experience site on 11th March and will begin running on television from 13th March in the UK, France, Germany and Italy.

“Mosquito” is filmed in the manner of a nature documentary and opens on a huge jungle.  Everything is sleeping and the jungle is quiet. The camera closes in on a beautiful little mosquito hovering in the air – the light illuminating its delicate wings. We can hear the sound of its wings moving.  In fact, it sounds like the mosquito is actually playing a melody from a song (“Am I wrong?” by Etienne de Crecy).  Other mosquitoes soon swarm together and join in the song until they resemble a graphic equaliser. As the camera pans out we realise that the whole jungle is reverberating to the sound of mosquitoes playing music. All the other animals are enjoying the music too – including a body-popping slug and a couple of giraffes having a boogie.

A voice-over explains that a long time ago, nature gave mosquitoes the gift of music. They were the best musicians in the world, although only a few knew it.  But one day, forced to stop playing, the mosquitoes got a proper job – sucking blood.  We see mosquitoes in different environments jumping onto human skin, sucking blood, and being swatted away.  None of the mosquitoes played anymore and they soon became miserable with this way of life, but it was too late - every time they tried to start playing, humans tried to kill them.

The commercial ends with a row of mosquito corpses littering the floor next to a small child who is innocently playing. As the child gazes into the camera, the narrator says: “Humans, you have a natural gift for playing. Don’t lose it.. Never forget it or one day you’ll suck too.”  The commercial ends with the Xbox logo and the end line “Xbox. Play More”

Play More

The concept of play is a key element of the Xbox brand and is central to “Mosquito”.  “One of the things that defines us as human beings is our ability to play,” said Harvey Eagle, European Advertising Manager, Xbox.  “Through play we learn, create, socialise, and stimulate our imaginations. It is a positive and inclusive activity.  ‘Mosquito’ brings this notion to life in a wonderfully creative, witty and profound way – we had the best in the business working on this, and it shows.  Initial feedback has been incredibly encouraging, so we’re hoping that all of Europe will enjoy the commercial as much as we have.

“Life is short and we should always make time to do the things we really enjoy,” said Eagle.  “In reality, video games are simply an incredibly immersive form of play, a rewarding and natural activity.  We want to encourage people to 'Play More' - whether they are existing gamers looking for completely new types of gaming experience; or non-gamers who should make more time in their lives to play.”

Creative Team

“Mosquito” was created by renowned director Danny Kleinmann and BBH creative team Fred & Farid.  Kleinmann, an early pioneer of special effects in music videos, has directed many award-winning commercials (Coca-Cola, Energiser, Strongbow, Super Noodles) and music videos (Madonna, ZZ Top, Prince).  Fred & Farid have gained a reputation as one of the top creative teams working today, on the strength of their work for Pepsi, aucland.com and various video projects including Robbie Williams’ infamous “Rock DJ” video.  The pair have garnered a string of top awards including two Silver Lions for their work.

Credits

Agency -- Bartle Bogle Hegarty London (BBH)

Creative Director -- John Hegarty

Creative Team -- Fred & Farid

Agency Producer -- Andy Gulliman

Director -- Danny Kleinmann

Production Company -- Spectre

Launch Air Date -- 14th March

Media Distribution -- Pan European TV

Media Company -- Universal McCann

Length: --  60 seconds

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