"It's All There" is probably the smartest Xbox marketing stunt that we've seen in a while
Ladies, gentlemen and gamers of all ages - we proudly present to you the pinnacle of Xbox marketing.
Image: Xbox
I swear, by the moon and the stars in the sky, that I certainly did not see this coming.
As a matter of fact, how could anyone? After all, it's not everyday that a gaming company decides to collaborate with one of the greatest bands of the 90s to parody their most famous song, much less to market their subscription service.
Well, apparently Xbox has been creative (or even mad) enough to even consider such an avenue, and the end result is indeed glorious, if nothing else. Performed by the popular 90s band group All-4-One, "It's All There" is an extremely amusing yet oddly-nostalgic parody of their biggest hit, "I Swear" with the Xbox All Access subscription as the centerpiece rather than a declaration of everlasting love.
The video was first posted on YouTube on 6 July, and to say that community sentiment was merely "positive" doesn't quite do it justice. Most, if not all of the community's feedback applauded the sheer daring (and borderline ludicrousness) of the idea, and honestly, it's hard to disagree!
Naturally, the video was accompanied by a corresponding Xbox Wire post, which was penned by Bogdon Bilan, the Senior Marketing Manager for Xbox All Access. His article provides an overview of the Xbox All Access package, as well as a short narrative of sorts explaining how this odd but surprisingly fun video came to be.
Apart from that, he also mentions how they decided on a 90s-inspired aesthetic for the video considering when the original song was first released, which I personally found to be a very nice nod to its performers, not to mention that it makes an excellent contrast against the modern electronic vibe of the audio filter. Speaking of the band, All-4-One also published a tweet on 7 July on their official account showcasing the new video, and unsurprisingly, they've dedicated it to all of their "fellow gamers".
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