Champagne
Corporate brand
UnclaimedA controversial 2002 Microsoft television and cinema advertisement promoting the European launch of Xbox.
Last updated August 21, 2026
Overview
Champagne was a television and cinema commercial created by Bartle Bogle Hegarty for Microsoft to promote the European launch of Xbox. Released in March 2002 as part of the wider Play More campaign, the advertisement used an intentionally disturbing visual metaphor for the brevity of life. It begins in a delivery room, where a newborn is suddenly propelled through a window and into the sky. The figure rapidly ages during the flight, passing through successive stages of life before becoming an elderly man who dies and lands in his own grave. The closing message, “Life Is Short. Play More. Xbox.” converted the shocking depiction of mortality into a call to spend more time playing.
History
Champagne was developed as a launch commercial for Microsoft's Xbox in Europe. The advertisement was created by the advertising agency Bartle Bogle Hegarty and released in March 2002, in connection with the European Xbox launch on 14 March. It formed part of the Play More campaign, a broader promotional program that ran in 16 European countries and combined broadcast advertising with digital material. The campaign's associated website, playmore.com, offered approximately 25 Flash games, previews of television advertisements, viral clips, and downloadable screensavers. Other campaign work included Mosquito, which used the line “Suck less, play more.” The commercial's creative concept was built around an extreme visual interpretation of the idea that life is short. A woman in a hospital delivery room gives birth, but the baby is launched through a window and travels rapidly across the landscape and atmosphere. The single apparent life journey moves backward through a succession of ages, ending with the person as an elderly man. He dies during the sequence and finally falls into a grave in a cemetery. The advertisement then displays the Xbox message “Life Is Short. Play More.” Production combined practical construction, stunt work, multiple performers, and aerial photography. The hospital set included a specially constructed bed capable of launching the baby prop, while a stunt woman performed as the mother. To make the aging process appear continuous, the production began with a 70-year-old actor and selected progressively younger performers whose appearances could transition plausibly. Twelve performers, ranging from a three-month-old infant to a 70-year-old actor, represented the same person. Each was filmed against a blank background with wind machines to suggest motion through the air. A helicopter was used to capture exterior landscape footage between the hospital and cemetery locations, and a replica cemetery was built in a West London park for the final scene. The reported production budget was £500,000. The advertisement generated strong criticism soon after release. It received 136 complaints, including from a pregnant viewer, a mother who had lost a baby, and around 20 other people who had experienced the death of a family member. On 4 June 2002, the Independent Television Commission prohibited its television broadcast. Microsoft stated that the work would nevertheless remain available through the internet and cinemas. The controversy did not prevent the commercial from being recognized by the advertising industry. It won a Gold Lion for Entertainment and Leisure at the 2002 Cannes Lions festival, followed by several awards in 2003, including the Art Directors Club of Europe overall Grand Prix and awards from the British Television Advertising Awards, D&AD, and the International Andy Awards. The commercial also faced a proposed legal challenge from French director Audrey Schebat, who argued that its concept resembled her short film Life. A hearing was scheduled for 23 September 2002, but the reported lawsuit did not take place. Critical responses were divided: some commentators praised the film's boldness and memorable execution, while others regarded its treatment of childbirth, death, and bereavement as needlessly distressing. The advertisement is therefore chiefly remembered as an influential but controversial Xbox launch execution rather than as a continuing consumer brand.
- 2003
Advertisement receives further awards
[1]The commercial received awards and commendations from the Art Directors Club of Europe, British Television Advertising Awards, D&AD, and the International Andy Awards.
- 2002
European Xbox launch campaign begins
[1]Microsoft released Champagne in Europe in March as part of the Play More campaign supporting the Xbox launch.
- 2002
Play More digital campaign expands the promotion
[1]The associated campaign operated in 16 European countries and included an online destination with games, previews, viral clips, and screensavers.
- 2002
Television broadcast banned
[1]The Independent Television Commission banned the advertisement from television on 4 June after receiving 136 complaints.
- 2002
Proposed legal action reported
[1]Audrey Schebat alleged similarities between the commercial and her short film Life; the planned hearing did not lead to a lawsuit.
Products and positioning
A provocative, cinematic launch advertisement positioning Xbox as an outlet for making the most of limited time.
Xbox advertisement · 2002
Champagne
A Microsoft television and cinema commercial created by Bartle Bogle Hegarty for the European Xbox launch. Its narrative depicts a person being born, rapidly aging, dying, and landing in a grave. The final message links the compressed life journey to the instruction “Life Is Short. Play More. Xbox.” The commercial was released in March 2002 and later removed from television broadcast after regulatory action.
Xbox marketing campaign · 2002
Play More
The broader European campaign surrounding the Champagne commercial. It promoted Xbox through advertising and an online experience that included roughly 25 Flash games, advertisement previews, viral video material, and downloadable screensavers. The campaign appeared in 16 European countries and also included the Mosquito advertisement.
Controversies
2002
Broadcast ban following complaints about childbirth and death imagery
The commercial received 136 complaints from viewers who found its depiction of a baby being launched from a delivery room, rapid aging, death, and burial distressing. The Independent Television Commission banned it from television on 4 June 2002.
2002
Alleged similarity to Audrey Schebat's short film
French director Audrey Schebat alleged that the advertisement was similar to her short film Life. A hearing was planned, but the reported lawsuit did not occur.
Marketing campaigns
- 2002Play More
Europe
Microsoft's European Xbox launch campaign used the Champagne commercial and other executions to promote the idea that consumers should devote more time to play. Its online component offered games, previews, viral clips, and screensavers.
Outcome. The campaign gained visibility and industry recognition, while Champagne was removed from television after complaints.
Brand decisions
2002
Use a life-and-death narrative for the Xbox launchProduct launchBackground
Microsoft needed a high-impact advertising concept for the European release of Xbox and placed the commercial within its Play More campaign.
Action taken
Bartle Bogle Hegarty created a cinematic execution showing a human life compressed into a single airborne journey, ending with the Xbox play message.
Aftermath
The work became controversial because of its treatment of childbirth, infant imagery, death, and burial, but it also won multiple advertising awards.
Reported production budget. £500,000 (2002 production)
2002
Continue distribution after television banOtherBackground
The Independent Television Commission prohibited the commercial's television broadcast after receiving 136 complaints.
Action taken
Microsoft indicated that the advertisement would remain available through internet distribution and cinema screenings.
Aftermath
The commercial continued to circulate outside television while retaining its status as a disputed but award-winning Xbox advertisement.
Recent events
- 2003
Champagne advertisement receives international creative awards[1]
Other
The commercial received recognition including a Cannes Lions Gold Lion, the Art Directors Club of Europe overall Grand Prix, British Television Advertising Awards silver awards, D&AD silver awards, and recognition at the International Andy Awards.
- 2002
Microsoft launches Champagne advertisement for European Xbox release[1]
Campaign · Product launch
Microsoft released the Champagne commercial in Europe in March 2002 to support the European launch of Xbox. The advertisement was produced by Bartle Bogle Hegarty as part of the Play More campaign.
Sources1 sources
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