Xbox : “Mosquito” [00:50]# The launch of the PlayStation rival Xbox by Microsoft wasn’t as successful as Bill Gates and colleagues might have hoped. But this was certainly not due to the TV campaign, shot by the French duo Fred & Farid (see “Feature”). It’s a short trip from the cradle to the grave. Just how short is illustrated by this spot. A mother in the delivery room pushes and pushes until her baby is born. Maybe she pushed too hard, because the baby shoots out of her and rockets right out the window. As it speeds through the sky, it develops through childhood, adulthood and old age. Finally, it lands in a waiting grave. A second spot shows that people – or mosquitoes – that give up playing in order to work are no fun and end up without any friends.