Microsoft will launch its television advertising campaign for Kinect for Xbox 360™® this Sunday, ahead of its much anticipated availability in-store on November 18.

The campaign, Australia Kinects, was created by Universal McCann, Ensemble and Studio33 and aims to encourage pre-orders of Kinect ahead of launch. The TVCs will run for eight weeks in the lead up to Christmas, making up a part of the wider marketing campaign, including online, social media, experiential and partnerships. 

The television commercial, designed to complement the global advertising campaign, shows natural footage of Australians playing Kinect for Xbox 360, demonstrating how easy and fun it is to play. The footage was captured during a series of Xbox events, including a family day and Kinect shopping centre tour earlier this year.

“This campaign presents real Australians enjoying themselves with Kinect. The reactions are unscripted, expressions are completely natural and everything you see is completely genuine. What we are showing is real responses as people play Kinect and the experience speaks for itself – it is very pure and powerful,” said Matthew Ball, Brand and Marketing Communications Manager, Xbox.

“When it comes to Kinect, seeing is believing –  we want as many people as possible to see Kinect in action so they can get a complete understanding of how it works. We wanted to communicate that you don’t need to be a gamer to play Kinect, so what better way to get that across than using regular Aussies rather than actors?”

Kinect for Xbox 360 is controller-free gaming whereby the player’s body becomes the controller. Kinect for Xbox 360 experiential events will continue to roll-out in shopping centres around the country, giving Australians an opportunity to try the technology for themselves. Kinect for Xbox 360 is in-stores on November 18 in Australia.