Microsoft’s much-hyped Xbox finally hits UK shelves this week, supported by a TV and cinema campaign, which breaks on Thursday 14 March 2002.
Using the strapline ‘Play More’, the commercial – called Mosquito – has been viewable online since Monday, via Playmore.com. Designed to air across Europe, the ad was created by BBH. Xbox European ad manager Harvey Eagle hopes the campaign will appeal to a wider market than traditional gamers. He says: ‘Through play we learn, create, socialise and stimulate our imaginations. We had the best in the business working on this [campaign], and it shows.’
Microsoft has denied reports of an Xbox product recall in Japan, saying it is responding to customer concerns affecting less than one per cent of the 250,000 Xboxes sold in that country.