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XBox enlists rat army to show our human side

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Micosoft’s Xbox has won plenty of gongs for its advertising over the years (mostly via McCann). Droga5 is on the case here (with two directors – see Instagram box) and undoubtedly the most sympathetic portrayal of rats in an ad. To show us our human inside in this metronomic world. Which Microsoft has done a fair bit to create, of course.

There are some good ads around at the moment and this is another. The standard we ought to expect from Droga5.

MAA creative scale: 8.5.

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