This ad shows the aftermath of the World Series where the Cubs win. It is absolutely mad. You see the entire city go out to celebrate and everyone, from a priest to an elderly man, is going crazy. People pour into the streets, bars erupt with shouts of happiness, the stadium looks like it will burst. Then the image goes to the field and it slowly changes to CGI. The camera zooms out to reveal it is a video game and a Cubs fan is watching the created victory with one tear dripping down his face.
I think the ad did a great job showing the connection sports fans have to their teams and how Xbox allows them to channel their obsession, their love, into an alternate reality in which their team can win. It's a very emotional way to sell a video game and while it's funny and clever it goes a little deeper and resonates on an emotional tie that fans have with their team.
The major production cost would've been getting enough people to participate, there were literally hundreds of people in the some of the scenes, and getting all of the spaces because they used so many different bars, restaurants, homes, streets, and what looked to be the actual stadium. I think that the medium of live action film, which communicated the feeling of being in a crowd of fans, and the CGI shot of the actual video game, to show how that medium connects you to the real life of sports fans was a strong choice that played into the message.
I only saw one submission of this type, but I think the message could be used effectively for other avid sports teams as well as other sports. My overall advice is to expand the campaign to include similar spots. Otherwise, I think it hit the nail on the head for connecting extreme fandom to playing a sports video game.
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