Next Gen Ads: Confident and Mysterious VS Informative

Sony’s leading the next-gen console charge with the PS4 on November 15th. Microsoft will follow with XBox One a week later, on November 22nd. Their marketing departments are, no doubt, firing on all cylinders.


XBox One

They’re both enjoyable and notably similar: a montage of high-budget, live action, game-related scenes strung together with a music track. But Microsoft’s is a much better commercial because it uses an extra 30 seconds and actually shows people using the console in new ways and shows game footage. Sony’s commercial could be for any console, any set of games, movie, or anything – it simply ends with “Greatness Awaits,” a release date and the PS4 logo. Confident, sure, but not informative at all to the average consumer.

Microsoft E3 2013

Microsoft started things out exactly how they said they would: games. Lots of games for the XBox One were shown, many exclusive (thanks to deep pockets), and many look very promising. It was a really strong showing overall, but I was particularly impressed with Titanfall.

I also have a soft spot for Killer Instinct, and both Quantum Break and Project Spark look intriguing.

The XBox One will be available in November for $499. The high price point was expected as the new, more powerful Kinect is included. It would be interesting to learn if Microsoft is selling units at a loss and how much of one.

Microsoft didn’t comment further on their controversial online requirements, which makes them all the more likely to be set in stone.