With 10 million consoles expected to be sold by holiday, Xbox 360 has defined the next generation of gaming and now Microsoft is unveiling a new global Xbox 360 marketing campaign to continue the console’s incredible momentum. Microsoft and its creative partners AKQA and McCann-Erickson have developed a new advertising lineup extending to cinema, interactive, print, street and television media. Revolving around entertainment for everyone and playing with friends in fun, new ways, the first television spots began airing this week in the United States and viral campaigns are underway.

“We continue to raise the bar of what is considered ‘next generation’ with our game titles and console experiences, and we are pushing creative boundaries with how we communicate to consumers,” said Jeff Bell, corporate vice president of global marketing, Microsoft’s Interactive Entertainment Business. “These campaigns will cement Xbox 360 as one of the most recognizable, worldwide, youth-focused, consumer brands – one that brings the next generation of console gaming to everyone.”