“Us Dreamers” is an advertisement from Microsoft about the Xbox Series X|S released in October 2020. The main purpose of this ad is to highlight the immersion provided by Microsoft’s upcoming next generation of consoles. To convey this point, the ad shows a young man getting transported to a different world upon sitting down and turning on his console. These different worlds and situations the man finds himself in represent the different games and experiences that the games console can provide, with the immersion of these experiences being conveyed through the fact that this person is actually becoming the characters within the game and actively participating in them first hand.
The message that Microsoft is trying to convey is that when you play games on the new Xbox Series X|S it will feel like you are actually within the game rather than just observing it from your living room. Every game you play on the new Xbox will feel like you have been transported to a different world due to the ability to see things in much higher detail than ever before.
The ad opens with a scene of the man entering his home or apartment and sitting at his couch before being teleported away. The colours used to depict the mans living space are very dull with lots of beige, white and brown. The man sighs before sitting down which implies that he has just got done with a long day and is now ready to relax.
This all works together to make me think that Microsoft’s goal with this ad was to convey how the new Xbox serves as an escape from the dullness and stress of real life, a way for people to get away from their responsibilities and just have fun for a short time.
Due to this, I think the target audience for this advert are primarily young adults with jobs who are looking for an escape from reality. The fact that we see another young woman at the end of the ad who appears to be around the same age also makes me think this.
References:
Microsoft. 2020. “Us Dreamers”. [online] Available at: https://www.youtube.com/watch?v=DIMAujZpry0 [Accessed 16/11/2020]
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