Press release
‘Cops and Robbers’, created by McCann Erickson, San Francisco and directed by rising Australian director, Garth Davis, features three ‘robbers’ wearing ski masks running away from ‘cops’, holding what looks like a bag of stolen goods. They try to evade the cops by scaling the rooftops of buildings, taking desperate, gravity-defying leaps from buildings to window ledges and into a waiting getaway car. A car chase ensues but eventually it’s all over as the cops ‘win’ and close in on the ‘robbers’. But there’s a twist to the story as the chase is revealed to be just a mischievous game of ‘cops and robbers’ amongst friends who immediately start the countdown to begin another game.
The ad – a 60 second and a 30 second spot - will be shown across TV and Cinema screens throughout Europe from 23rd September through to the Christmas period. Filmed on location in Bucharest, the ‘cops and robbers’ spot sees real-life action with fabulous stunt car chases and Parkour athletes putting in elegant and jaw-dropping performances. One ‘robber’ is played by French stuntman, martial artist & movie star Cyrille Rafaelli, who has worked in films with directors such as Luc Besson and starred in breakout Parkour movie Banlieu 13. Cyrille carries out the daring roof-top stunt as the ‘robbers’ attempt to get away from the ‘cops’. The other ‘robber’, Ilya, a rising star in Cyrille’s famous Parkour troop does the window ledge stunt.
“We wanted to show how Xbox 360 lets you play in unexpected, new ways and remind us of how we feel when we’re really having fun with our friends,” said Richard Teversham, EMEA Director of Marketing and Platform at Xbox. “This campaign really brings out the sociability of Xbox 360 and taps into the playfulness that we all have in us. With Xbox 360 you get all the exhilaration and emotion that a simple game of Cops and Robbers inspires – but now that fun’s evolved into high definition, next generation fun backed up with a fantastic array of more than 160 games to play by the end of the year”
