Microsoft's 'Jump In' Jump Rope Ad Wins ADDY [Archive]

fitbabits

06-13-2006, 10:49 AM

TeamXbox (http://www.teamxbox.com) is reporting that Microsoft's Jump In ad for the Xbox 360 has scooped an ADDY from the American Advertising Federation (AAF).

You can read the article and view the award-winning ad here (http://news.teamxbox.com/xbox/11149/Xbox-360-Jump-In-Ad-Wins-ADDY-Best-of-Show-Award/).

The American Advertising Federation (AAF) announced the coveted ADDY(R) Awards Best of Show winner, along with the Gold and Silver ADDY honorees. The awards were announced at the ADDY Awards Gala in San Francisco, Calif. at the AAF National Conference 2006.

The ADDY Best of Show National goes to McCann-Erickson of San Francisco, Calif. for its "Jump Rope" ad for Microsoft XBOX 360. The high-energy national television commercial shows people of all ages, ethnicities and skill levels participating in double Dutch jump rope and has the tagline "Jump In." This marks the first time a Best of Show winner has also been honored with the ADDY Mosaic Award for multicultural advertising.

"This extreme double Dutch jump rope jam metaphorically captures the excitement and social aspect of the new generation X Box 360," said Mark Tutssel, worldwide chief creative officer, Leo Burnett and Chairman of the 2006 ADDY Awards. "It was shot completely in-camera in one take. This is a beautifully crafted piece of work, and the soundtrack is inspired."
For those who've yet to see the ad, I suggest you do - it really is rather inspired!

Goronmon

06-13-2006, 10:53 AM

Don't know how good of an ad it was in the context of selling 360's, but it was pretty sweet.

CaptStu

06-13-2006, 10:55 AM

I liked the water balloon one better, but whatever. Jump ropes will do.

Intruder

06-13-2006, 10:58 AM

I had never seen that one, very cool. That kid who does the running flip into the ropes was very cool.

bapenguin

06-13-2006, 10:58 AM

Pretty amazing that was shot in one take.

Darkbase

06-13-2006, 10:59 AM

It wasn't THAT great... wait, did it win just because it showed "ethical diversity and togetherness in the community"? geeze...

The Continental

06-13-2006, 11:00 AM

All of the 360 ads I've seen have been fun and creative, but if anything they make me want to get off my ass and go outside rather than play video games.

Returner

06-13-2006, 11:06 AM

The subway ad was my fav.
http://www.youtube.com/watch?v=qNuRQmvykwk&search=Xbox%20360%20ad

fitbabits

06-13-2006, 11:08 AM

The subway ad was my fav.
http://www.youtube.com/watch?v=qNuRQmvykwk&search=Xbox%20360%20ad
Yeah, that is pretty awesome! :D

weezbs

06-13-2006, 11:13 AM

Something about the white lady with the shopping bag, that jumps towards the camera bothers me. I think it's because I can imagine her saying "YAY!!!!" or "BOO YAH!" while she's jumping. No matter how many times I watch though it never happens :(

Sl1pstream

06-13-2006, 11:21 AM

So the 360 is as exciting as a jump rope contest. Good luck winning the console wars ***!

I liked the one with the waterballoons more.

IagoTheHunted

06-13-2006, 11:22 AM

And what does the ad do for us, the consumer?? well, it makes the 360 a little more expensive. Yippy fuckin' doo.

Goronmon

06-13-2006, 11:23 AM

It wasn't THAT great... wait, did it win just because it showed "ethical diversity and togetherness in the community"? geeze...I doubt it.

This marks the first time a Best of Show winner has also been honored with the ADDY Mosaic Award for multicultural advertising.I assume thats why it won the latter.

Intruder

06-13-2006, 11:26 AM

What, not a single "BOOM HEADSHOT!!" in the subway video?

fitbabits

06-13-2006, 11:27 AM

So the 360 is as exciting as a jump rope contest. Good luck winning the console wars ***!

I liked the one with the waterballoons more.
That ad was a thousand times more interesting than Sony's PS3 conference at E3.

Yes, I said it.

Lister

06-13-2006, 11:31 AM

fitbabits

06-13-2006, 11:40 AM

That was a pointless ad. Now the subway one... that was pure genius! I don't see how that would win an award... OOOOOH it was shot in one take! It was poor production quality, it wasn't even on a tripod (I hate shaky cam!) and the quality of the vid was sub-par.

I liken this to Jackie Chan winning best picture because his stunts are so amazing and they are shot "in one take!"
So tell me, what exactly is it like to be so jaded? You don't like shaky cam so it didn't deserve an award? The point of the ad was to convey the message that the Xbox 360 was accessible to everyone (not counting the infamous shortages). Hardly pointless.

rein

06-13-2006, 11:48 AM

That ad was a thousand times more interesting than Sony's PS3 conference at E3.

Yes, I said it.

I liked the MS ad very much, but wth!? I'm not sure I follow your logic in comparing a press conference to an ad.

I will say this, I like the MS X360 ad's more than I like those fucking squirrels that are selling PSP's.

TrackZero

06-13-2006, 11:50 AM

Glad to see they got some recognition for this campaign. It was nice to see some creativity from game advertising peeps.

TrackZero

06-13-2006, 11:51 AM

I will say this, I like the MS X360 ad's more than I like those fucking squirrels that are selling PSP's.

Thankfully they don't seem to air these very much in Canada (or at least from what I've noticed). I've only ever seen a single PSP ad with those squirrels.

Then again, I don't watch much TV....on TV.....*cough*

Savok

06-13-2006, 11:58 AM

That was one of the stupidest ads I've ever seen, I can't expect wonders with the "inhale" though I suppose.

I admire their skill, but as an ad it had nothing. The subway one was also stupid, but the good kind of stupid that entertains, even if it does crap on a bit and they didn't do it in slow motion (ala Spaced (http://www.youtube.com/watch?v=_P7dileY9sY&search=spaced%20simon)).

askheaves

06-13-2006, 12:12 PM

And what does the ad do for us, the consumer?? well, it makes the 360 a little more expensive. Yippy fuckin' doo.

Well, ideally a good ad will generate more sales, thus driving down the cost of manufacturing and paving the way for future price drops.

If MS manufactured and sold exactly 1 Xbox360, it would cost millions of dollars.

EGO

06-13-2006, 12:18 PM

Lister

06-13-2006, 12:26 PM

So tell me, what exactly is it like to be so jaded? You don't like shaky cam so it didn't deserve an award? The point of the ad was to convey the message that the Xbox 360 was accessible to everyone (not counting the infamous shortages). Hardly pointless.

It doesn't deserve an award because a 3rd grader could have done it. The subway ad? Brilliant. Great camera work. The CAMERA DOESN"T EVEN MOVE in the rope ad! It won because people got all excited over some great double dutch jump roping. End of story. It wasn't an amazing quality ad. And that has nothing to do with my dislike for shaky cam.

Lister

06-13-2006, 12:34 PM

I don't expect this ad to hit the hardcore bitter forum geeks who never go outside (except to pick up hardware, since they can't bittorrent that) and have never heard of George Kranz's Din Daa Daa. The ad did exactly what it was meant to do; get the attention of the mainstream.

Seriously, the hardcore can go suckadik. People who are hardcore forum-venom-spitters are too busy irrationally fighting for hardware/companies that only care about your money, not your loyalty (unless that involves more money). They don't care if you hate on their ad, as long as somebody somewhere says, "hey, did you see that Xbox 360 ad?", which hopefully translates to sales.

I applaud the guys that did this ad. Good work. I loved it when I first saw/heard it and still love it. It's cool and deserves an award, period.

I never saw the ad. However, even if I did I wouldn't have paid it any attention. It has nothing to do with "hardcore" people. Again, there isn't anything "artistic" or "visionary" in the ad. The camera never moves (camera guy needs to do some more reps in the gym to keep it steadier) in the ad. I would have loved to see the other ads that were in the running. I think (unfortunately) it won due to its "multi-ethnicity" content.

Cubfan

06-13-2006, 12:49 PM

It's a great ad. It's cool, stylish. I dig it. That whole campaign was solid, better than I would have expected from Microsoft.

askheaves

06-13-2006, 01:00 PM

Come on, that's a great ad. It's a metaphor. MS and the Live service are the guys swinging the ropes, the jumpers are players on the service. You see that, no matter your skill level or age or whatever, you're welcome in the ropes and the rope swingers adjust themselves to you. It pretty much sums up what Live was aiming for from the start without using a big block of text.

As for the technical merits of the ad, it IS an incredible feat of choreography. It's not like they went out into the playground one day with a camera and just started shooting until something cool came up. Every little bit is scripted, with some of the tougher stuff at the end. That bike coming through or the flip over the rope swinger or the last bit of syncronized single rope jumping... any of that could, and probably did fail and cause a reshoot.

It was well scripted and choreographed, it delivered the message (to most of us) and it was entertaining to watch. Mission accomplished.

direwolf

06-13-2006, 01:01 PM

All three adds (subway, water balloons, jump rope) were fun to watch. People are so jaded around here though that "fun" never really comes into the picture unless it is for one specific brand, which is pretty sad.

I've always hated just about every bit of marketing that Microsoft as a whole does, however, I did enjoy all three of these comercials.

I would definitely like to see the competition though to see what they were up against, and it's too bad if this was the only one that was in the running out of their three main adds.

Those fucking PSP squirrels can suck a nut though. Worst.. commercials.. EVAR.

drakkarim

06-13-2006, 01:08 PM

YGTBFKM... if that's what won the award i'd hate to see all the ones that lost.

MosBen

06-13-2006, 01:17 PM

I don't know that I've ever seen an ad that I would describe as "inspired" or "brilliant" for the simple fact that the job of an ad is not to be "inspired" or "brilliant", its job is to plant the product name into your head so that you hopefully will think about buying the thing later. These ads probably do that for quite a lot of people and are therefor successful.

And I wasn't aware that camera moves are the only thing that matter in film.

Kelegacy

06-13-2006, 01:24 PM

That ad was a thousand times more interesting than Sony's PS3 conference at E3.

Yes, I said it.
Who did you blow to get a mod's job?

True, but...c'mon! Pretend to like Sony for everyone's benefit, like bapenguin?? Please? :) :p

fitbabits

06-13-2006, 01:28 PM

Who did you blow to get a mod's job?

True, but...c'mon! Pretend to like Sony for everyone's benefit, like bapenguin?? Please? :) :p
I'm only mildly insulted here, Kelegacy, so your disguised dig had no real effect on me. As soon as Sony does something to warrant me praising them, I will do so. My fear is that it will be a cold day in Hell before that happens.

weezbs

06-13-2006, 01:32 PM

I love the "WTF! THIS IS HOMO, THE CAMERA DOSENT EVN MOVE!!" response.

It's called an effect....

It's not because the director is bad.... anyone who believes that is a total mongloid.

fitbabits

06-13-2006, 01:36 PM

It doesn't deserve an award because a 3rd grader could have done it. The subway ad? Brilliant. Great camera work. The CAMERA DOESN"T EVEN MOVE in the rope ad! It won because people got all excited over some great double dutch jump roping. End of story. It wasn't an amazing quality ad. And that has nothing to do with my dislike for shaky cam.
Yet it managed to get its message (or point) across! Still an acclomplishment, even for a third-grader.

OrangePulp

06-13-2006, 01:44 PM

I thought the subway ad was much more clever (a bunch of adults playing a little kid shooting game, which is what gaming is all about), but I suppose considering the subject matter, and what with it being banned in UK and all...

But yeah, props to MS for putting out some ads that aren't retarded, like so many other companies out there.

EGO

06-13-2006, 02:03 PM

Funny, I'd expect a 3rd grader to move the camera all over the place. A 3rd grader wouldn't have enough education to NOT move the camera, which does move BTW. Steadicams aren't terribly expensive, so I suspect the use of video and the handicam look is on purpose, not an accident. It's that way by-design, so it feels more "connected".

Why am I trying to explain advertising, social studies, psychology, cinematography and the art of viral marketing? Nevermind... you may all return to your misguided hate and trolling. ;)

Kelegacy

06-13-2006, 04:37 PM

I'm only mildly insulted here, Kelegacy, so your disguised dig had no real effect on me. As soon as Sony does something to warrant me praising them, I will do so. My fear is that it will be a cold day in Hell before that happens.
Wow, didn't intend for you to take it so personal. Why can't anyone take a joke from me anymore?

askheaves

06-13-2006, 04:55 PM

Wow, didn't intend for you to take it so personal. Why can't anyone take a joke from me anymore?

Probably because you're SOOOOOOO ugly.

GunnyMo

06-13-2006, 06:45 PM

Yes, the subway ad was so much better. So bunch of inner city people can jump rope. Big frickin' whoop. It probably won because it celebrates "deversity". Damn PC age. :D

Captain Awesome

06-13-2006, 06:50 PM

It was the "Din Daa Daa" track by George Krantz that sold it.

fitbabits

06-13-2006, 06:51 PM

Wow, didn't intend for you to take it so personal. Why can't anyone take a joke from me anymore?
Perhaps because you've been beating me (and others) over the head recently with your seemingly undying love for Sony and my alleged hatred of the same company? Sure, there are more than a few rabid fanboys (my wife HATES that word) here, but I don't consider myself to be one and I feel that I'm often portrayed as such by some folks on here.

I can take a joke, but sometimes a joke is used to disguise cheap shots

Anyway, I'm having a pissy week so far, so I may well be over-reacting. :eek:

Captain Awesome

06-13-2006, 06:52 PM

t probably won because it celebrates "deversity". Damn PC age. :D

MS should make one that promotes "literacy". :D

Kelegacy

06-13-2006, 07:21 PM

Perhaps because you've been beating me (and others) over the head recently with your seemingly undying love for Sony and my alleged hatred of the same company? Sure, there are more than a few rabid fanboys (my wife HATES that word) here, but I don't consider myself to be one and I feel that I'm often portrayed as such by some folks on here.

I can take a joke, but sometimes a joke is used to disguise cheap shots

Anyway, I'm having a pissy week so far, so I may well be over-reacting. :eek:

AAAGGGH!! I don't love Sony. I love the Playstation 1 and the Playstation 2. That they are made by Sony is mere coincidence. I'm not in love with the Playstation 3 yet, as I need to play something to love it, and I have made many comments about how the PS3 is already tarnishing the Playstation legacy, something I am not happy with.

I feel I have to defend them against unjust and blind attacks sometimes. That makes me come across as a ravenous fan. I would do the same for Nintendo (and have) and Microsoft if need be. MS needs no help here, and Nintendo very little lately (the kiddy arguements seem to have dried up, with the exception of a few Gamecube jabs). Pumped'Up is the most zealous of the Sony trolls and I find him a fool. I find other blind folk fools that defend something utterly without any shred of rationale.

Alas, it would be much nicer if I were indeed a Sony troll. I wouldn't feel as upset for being shit on for my comments. I try to keep my comments about the Xbox brand realistic, though my frustration does sometimes come across like a wasp in the slacks. I can admit that. But I'm not a fanboy. Honestly. I could have upgraded my PC instead of buying a 360 if that were the case. Spending >500 bucks just so I have a valid reason to complain about the console is foolish.

Remember: I'm a jokester. A jester. A laid-back, naughty twit with a penchant for snippy comments. We used to be such buddies, fit. Don't take my jabs so seriously, okay?

GunnyMo

06-13-2006, 07:24 PM

...though my frustration does sometimes come across like a wasp in the slacks.

That has to be the most obscure and amazing explanation of frustration I have ever read! lol Nice word gymnastics!

fitbabits

06-13-2006, 07:33 PM

AAAGGGH!! I don't love Sony. I love the Playstation 1 and the Playstation 2. That they are made by Sony is mere coincidence. I'm not in love with the Playstation 3 yet, as I need to play something to love it, and I have made many comments about how the PS3 is already tarnishing the Playstation legacy, something I am not happy with.

I feel I have to defend them against unjust and blind attacks sometimes. That makes me come across as a ravenous fan. I would do the same for Nintendo (and have) and Microsoft if need be. MS needs no help here, and Nintendo very little lately (the kiddy arguements seem to have dried up, with the exception of a few Gamecube jabs). Pumped'Up is the most zealous of the Sony trolls and I find him a fool. I find other blind folk fools that defend something utterly without any shred of rationale.

Alas, it would be much nicer if I were indeed a Sony troll. I wouldn't feel as upset for being shit on for my comments. I try to keep my comments about the Xbox brand realistic, though my frustration does sometimes come across like a wasp in the slacks. I can admit that. But I'm not a fanboy. Honestly. I could have upgraded my PC instead of buying a 360 if that were the case. Spending >500 bucks just so I have a valid reason to complain about the console is foolish.

Remember: I'm a jokester. A jester. A laid-back, naughty twit with a penchant for snippy comments. We used to be such buddies, fit. Don't take my jabs so seriously, okay?
As I said, I'm having a pissy week (I'm missing GRAW with the gang, for fuck's sake) so I'm probably over-reacting. Please don't take any offense to my mumping and moaning...

Anyway, I still consider you to be my buddy! Just don't piss me off again... :rolleyes:

Kelegacy

06-13-2006, 07:38 PM

As I said, I'm having a pissy week (I'm missing GRAW with the gang, for fuck's sake) so I'm probably over-reacting. Please don't take any offense to my mumping and moaning...

Anyway, I still consider you to be my buddy! Just don't piss me off again... :rolleyes:
Okey doke. Was afraid you went all ultraconservative out there in the oceanless west.

Throwing a kegger this weekend with some pals, but the weekend after is the 69er Gangbang Train '06. You should stop by if you are in the area. RSVP first so we don't overstock on lube.

EDIT: Um, shit. That last bit should really have been placed in a PM instead. Now I'll have all sorts of uninvited heathens showing up. Probably in cosplay, too. Goddamnit.