A person might not turn into an expert contortionist playing video games, but the Xbox 360 Kinect 2011 ad campaign purports that this will introduce more activity into gamers lives in a fun and clever way. The ad shows people contorted to look like game controllers.
Conceived and executed by Colombia-based McCann Erickson company, the Xbox 360 Kinect 2011 ad campaign is basic, yet effective. Photographed by Daniel Martínez and Nicolas Fernández, the ads feature the contortionists on a blank white backdrop. This brings focus on the activity these models are engaging in.
By being dressed up in streetwear, the contortions in the ad campaign are set out to target the younger generation. The campaign presents a different twist to gaming.