Flagship Interpublic agency McCann seems to be motoring nicely on both sides of the Atlantic and, in London anyway, its flagship account is Microsoft Xbox.
Most gaming ads are shoot-em-ups of one sort or another but confident Xbox is essaying a travelogue, showing its enhanced properties.
Microsoft itself is seemingly carrying all before it, under the measured leadership of Satya Nadella who took the reins from the excitable Steve Ballmer.
Proper big agency big advertiser advertising.
MAA creative scale: 8.