The film from McCann London shows each players’ pre-match routine subverting expectations by showing them playing football online.
Fifa 17, EA Sports' flagship title is available on most major platforms, notably Xbox One rival, the PS4, but the Xbox Live ad underlines that the Microsoft service is ‘UK’s fastest most reliable gaming network’ – based on this study.
Michael Flatt, global integrated marketing gaming lead, said: “Our Xbox Live Network has always been a cornerstone offering to our fans. It’s great to be able to celebrate and communicate our best in class service in such a fun and creative way to our community.”
Laurence Thomson, the co-president and chief creative officer at McCann London, added: “Our strategy was to create a film that our audience, of die-hard FIFA 17 gamers and football fans alike, would enjoy and could relate to. They have seen many ads that portray these types of Premier League superstars as overly-serious and perhaps unapproachable. The result is an original and light-hearted take on all the mannerisms, superstitions and rituals that FIFA 17 players go through. Making the point that Xbox Live is crucial if you’re really going to take the game seriously.”