Microsoft’s Xbox goes on sale this week

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 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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here