This is an advert for Xbox 360 Kinect a new motion sensing gadget for the Xbox 360 games console by American electronics giant Microsoft. The advert seems to focus on two main things. Innovation and family values. Family values are a big part of the 'American way' and appears to be a big part of Microsoft's marketing strategy for Kinect. The idea that a family will gather around the Xbox 360 and use Kinect together. There is also a focus on innovation which leads to another strong American value. Trying to better yourself and improve. In this advert Microsoft have made it clear that this is something new and different and is seen as a progression in video gaming.