Microsoft is preparing to take over an entire ad break in the X Factor next month as part of its biggest advertising push for its Xbox 360 console.
Microsoft’s UK Xbox marketing director Stephen McGill says: “We believe that the X Factor provides us with the perfect opportunity to communicate directly with our target audience and is the ideal time to educate them about the new games and services on the Xbox console.
The ads are expected to run during the live X Factor show on 14 November, in a deal brokered by media agency Universal McCann.
It will be the first time Xbox has used an entire TV commercial spot to promote its services. McGill says the ads aim to “celebrate the innovation which our latest releases focus on”.