Video 1

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Problem: Buying a console as a gift feels incomplete without games—but that gets expensive, and it's hard to guess what someone will like. The Xbox Series S Starter Bundle fixes that with Game Pass Ultimate included—hundreds of games, no guesswork.

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Human Insight: Gift shopping is stressful, and convenience matters more than ever. A lot of people would rather give a gift card than risk picking the wrong thing. The Xbox Starter Bundle makes it easy: it’s one box, one price, and endless choices for the person receiving it.

 

Big Idea:Have the toy master “Santa” enviously playing the Xbox Series S while showing the benefits. “Even I can’t make this” - Santa

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Video 2

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Problem:Xbox Game Pass offers thousands of games, making it tough to choose just one. To help ease that indecision—and to celebrate their first-ever board game—Xbox created a new way to guide your next pick and get you rolling.

 

Human Insight:When it comes to relationships, shared knowledge often brings people closer and gives you a deeper understanding of who the other person is. And for gamers, that couldn’t be more true.

 

Big Idea:Create a high-stakes scenario that depends on who knows the games best. This not only highlights the rules with intensity but also captures the fun at the heart of the game.