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Xbox marketing shifts towards celebrity as an outraged Danny McBride promotes Game Pass

Microsoft has enlisted a not-so-humble Danny McBride to raise awareness of its newly launched games subscription service, Game Pass.

Partnered with Ayzenberg, with McBride’s appearance, Xbox has shifted its focus having previously the games front and centre in its marketing materials.

In the two-minute ad, McBride takes exception to his director asking for a watered down and “more humble performance” (in an ad for Xbox in a somewhat meta twist). This sparks a powerful rant from McBride that releases the campaign mantra ‘More is better, it’s math’.

The creative will be delivered in across Instragram Stories, Facebook, Twitter and Instagram as well as paid on YouTube.

Craig McNary, director of integrated marketing at Xbox, said: “Xbox Game Pass is all about giving gamers more of what they want. We’re offering unlimited access to more games, more genres and more fun. Our campaign theme, ‘more is better,’ is really a way to signal the value in our offering.

“And Danny McBride’s straightforward persona made him the perfect match to help our brand deliver that message in a differentiated and compelling way.”

Danny McBride's a compelling brand ambassador with an obvious fanbase, he previous fronted a surreal and catchy campaign from Southern Comfort.

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