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ANDY Awards

Creative Award
New York, United States
XBOX - "The Cheeky Controller" by ANDY Awards 2025

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TitleThe Cheeky Controller
Agency
Campaign The Cheeky Controller
Advertiser Microsoft XBOX
Brand XBOX
Date of First Broadcast/Publication 2024 / 7
Business Sector Video Games/Consoles
Story The Cheeky Controller effectively turned Deadpool & Wolverine fans into Xbox fans by combining two elements: a beloved character and an iconic gaming product. Xbox promoted the launch of “Deadpool & Wolverine” by creating a one-of-a-kind product that combined Deadpool’s unique humour and his finest asset (his butt) with the elite technology of an Xbox controller. Xbox created a sweepstakes where fans could win a controller, driving awareness for the product and campaign across fanbases. The product and campaign demonstrated the power of creating for fans in a genuine way and staying true to each brand.
Media Type Digital
Length
AI Description The ad features a humorous and creative collaboration between Xbox and the Marvel universe, showcasing a unique Xbox controller designed with Deadpool's iconic humor and style. The controller is modeled after Deadpool's 'cheeky' attribute, making it both a playful and eye-catching product. The ad highlights the launch of 'Deadpool & Wolverine' with lively scenes of fans celebrating and movie clips showing the duo in action. A voiceover with humorous commentary complements the visuals, emphasizing the controller's novelty and appeal. The ad also showcases social media reactions, media coverage, and the sweepstakes promoting the limited edition product, amplifying its reach.
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