Non-gaming Xbox 360 UK ads revealed

Watch Microsoft's non-gaming Xbox 360 advertisements to air in the UK.

Yesterday we revealed that Microsoft would be promoting the non-gaming aspects of their Xbox 360 console in a series of advertisements on UK television. The ads will air on Channel 4 from tonight.

The company's European entertainment senior director Neil Thompson, explained that they're also working hard on game advertisements:

"From October 2 we're launching our own TV work explaining to consumers the broader entertainment offerings we have on Xbox 360, which is going to centre on our music offerings, movie offerings - and then obviously the unique TV experience we've got in connection with Sky, and the Sky service we're bringing to Live.

"All of that is going to round out for us the broader entertainment platform that the 360 is, and we're working on some fantastic software titles from our end, such as Lips and Forza. Plus we've done a lot of work in the last few weeks, working with Activision on Modern Warfare 2, and other great titles that are coming out for gamers.

"So really it's an extension of what we were doing last year, with perhaps a little bit more emphasis around the broader entertainment offering, as well as all the great games that will be available."

The first advertisement states 'Love Music, Love Xbox,' with a voice over from Radio 1 presenter Jo Whiley. The second pushes the console's new Sky TV capability. Both feature the catchy song Dominoes from The Big Pink.