In a world that is rapidly shifting digitally, Xbox also looks to make a bold move to take gaming to the all-digital realm – with tongue planted firmly in cheek.
The reality is that Xbox simply removed the disc drive, but the brand decided to have some fun with it, with a film stating it has transformed the landscape of disc-free gaming by creating the first-ever all-digital console – the Xbox One S All-Digital Edition.
The accompanying mockumentary-style spot from 215 McCann, ‘The Digital Age,’ shows the alleged behind-the-scenes view of how the biggest announcement about this smallest of changes came to be. It tells the story of the designers and engineers who came up with this simple, yet powerful, idea with the same inspirational, serious tone of other “how we did it” documentaries.
The designers talk about the challenge of making the Xbox totally digital while looking very serious. A chuckle-worthy moment finds one guy saying that going all digital “had never been done before…except movies, music, books, newspapers, the almanac…we tried removing everything, but we realized that would make it hard to play video games, so we put some stuff back.”
The 90-second film ends with the team talking about how the new Xbox is their baby, of sorts, then cuts to a glamor shot of the digital edition, sans disc drive.
By going digital, the Xbox One S All-Digital Edition is available at a new price, making gaming more accessible to more users, according to the company.
“At Xbox, gamers are at the center of everything we do and we’re constantly listening to feedback and looking for new ways to provide the best value and choice in gaming. The Xbox One S All-Digital Edition is based on an appetite for more digital content and experiences. Just removing the disc drive might seem simple, but creating an all-digital console can be transformative to fans who are looking to access our portfolio of games. To launch the Xbox One S All-Digital Edition, we created a film that celebrates an all-digital experience with an appropriate amount of humor and gravitas,” Craig McNary, director, Xbox integrated marketing, said in a release.
The Xbox One S All-Digital Edition will be available on May 7.