Credits:

Title "Box Heads"
Agency AKQA
City New York
Advertiser Microsoft
Brand Name Xbox 360
Product Name Live Vision
Business Sector Video Games/Consoles
Country of Production United States
Language English
Type Television
Length 90 seconds
Tagline Jump in.

Now that's thinking outside the box—with an exploding head. Seeded as a viral, and soon to be launched on TV, this 60-second spot from AKQA, promoting the Xbox 360 new Live Vision camera, features an unfortunate woman with a box for a head. Even worse than her square head, however, is the cartoon face drawn on it, which is so goofy that it makes a regular, '70s-style smiley face seem absolutely elegant. She's shown going through her day—brushing her teeth, (on the box) at her job and scaring off a blind date. On her way home, she somehow spots a self-help group meeting, run by a truly annoying weird, shaman-esque, magician-type guy, for exactly the kind of problem she has! It turns out that all the attendees at the meeting sport similar cartoon box heads—and here you have to watch closely to figure out the nature of the addiction they're getting over. Because the room contains the new Live Vision camera, the self-helpers are able to shatter the structures covering their craniums: their heads explode (was it good for you?) and then each one becomes the individual human being he or she was meant to be.

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