Xbox Releases Epic Ad for Its New Consoles as High-Stakes Holiday Shopping Season Nears

Exhilarating spot from 215 McCann takes Get Out actor Daniel Kaluuya on an adventure through a universe of gaming

The ad, starring Daniel Kaluuya, was shot over a two-part production and then assembled remotely via a global team. 215 McCann

Xbox has released an epic new ad as it looks to win over market share from arch-rival Sony PlayStation, in what is a very high-stakes year for the brands as they each gear up to launch a hotly anticipated new generation of consoles

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.