Microsoft Removes Xbox One S Ad Over True 4K Criticism From The Gaming Community

Xbox One S

Microsoft recently aired an advertisement for Xbox One S which has garnered a fair share of controversy. However it has since been removed after facing severe criticism from the gaming community in general. The ad features a guy playing Madden NFL with his grandmother while continuously repeating  “the new Xbox One S has 4K Ultra HD resolution.”

What this implies is that the new machine has 4K resolution for gaming, and this is problematic due to the fact that this might lead a newbie into believing that the Xbox One S has true 4K capabilities. The issue here is the fact that the ad heavily implies that this is indeed the case, and in all honesty Microsoft should not be airing advertisements which stretch the truth . And no upscaling regular Xbox One games does not count as 4K either.

As expected Microsoft’s YouTube channel was flooded with comments with some calling it a desperate attempt to counter the PS4’s resurgence, amongst other things.

Microsoft is having a tough time marketing HDR and 4K due to viewers not streaming advertisements in HDR and 4K. Furthermore not everyone owns a 4K TV and hence running advertisements for such a target market is indeed a difficult task.However the ad in question is exactly reminiscent of what Microsoft Executive Albert Penello said recently on Major Nelson (Larry Hryb’s) podcast.

How do we market that and be honest. You have to fudge things a little bit to show the differences, but you want to do it in a way that’s honest. So even telling customers what it looks like, we have to go through that journey”

Yeah you fudged a bit too much this time around Albert, a bit too much if I must say.

It seems as if Sony’s PS4 resurgence has really left Microsoft in a muddle, and they will really have to re-evaluate their strategy moving forward.

For those of you who saw the ad , let us know what you thought about it by commenting in the comments section below.

Edit: The Ad seems to be back up

  • spideynut71

    Fudging is fudging…there is no middle ground ; Sony is just as guilty with the way they market the PS4 Pro.

    • EmpeRawD


    • xboxmaster

      what are sony guilty of? they went on stage and told you checkerboard 4k, Micro$soft tells you 4k, well, what 4k? native? upscaled? checkerboard??? reconstruction? reprojection? injection? there are like 20 methods to render the buffframe resolution

    • J.j. Barrington


  • LarZen

    It’s the right thing to do. Microsoft cant expect people tho be technical informed enough to know the 4K capabilities is for movies/series and not the games as it’s an console…

    Good to see Sony have stopped calling the PS4Pro a 4K gaming console as well. Dynamic 4K with higher resolutions depending on the game is a more suited description. Even tho it can be confusing to many what that actually implies.

    • zybch

      See the comment directly above! – “PS4Pro enables game resolution at native 2160p resolution”

      • LarZen

        The PS4Pro can do native 4K yes. But when 9 of 10 games are not it’s not ok to market it as a console that does 4K.

  • XanderZane41

    Sony needs to put an “*” next to their advertising since the PS4 Pro doesn’t do full true 4K for like 95% of their games. They are mostly upscaled as well. Checkerboard 4K isn’t true 4K either.

    • J.j. Barrington

      Well, since Sony never claims that checkerboard is true 4K, there’s no need to change anything there.

      Furthermore, since “95%” of the Pro’s games haven’t been released yet, you can’t know that for sure. That said, it does more “full true 4K” than the competition, the XBox you’re so fond of.

      I think it’s sad that instead of admitting Microsoft was in the wrong, you make completely ignorant attempts at trying to call out Sony for doing the same.

      • LeveledUpGamer
        • J.j. Barrington

          Sorry, but not one of those things shows Sony trying to pass off checkerboard as native 4K.

          Got something else?

          • LeveledUpGamer

            You’re delusional. They say 4K…NOT checkerboard 4k.

            Its EXACTLY what is being complained about with MS. Saying 4k when it’s NOT 4k.

            I gave you 3 examples where Sony is saying 4k without saying checkerboard.

            You’re either confused with what the article and your argument is about or you’re flat out in denial that Sony has passed off 4k checkerboard as native 4k.

          • J.j. Barrington

            The problem is that PS4 PRO HAS 4K GAMES. That means it’s not exactly the same situation.

            This isn’t Sony claiming something that definitively ISN’T 4K actually IS. This isn’t them talking about true 4K while showing off content that ISN’T.

            When Cerny talks about 4K, and the console being capable of it, he doesn’t single out- by, for example, showcasing a game that isn’t 4K- non 4K content.

            That other ad of yours doesn’t note ANY content specifically, or use a non 4K game as an example, so it also fails.

            And that other video is so much fail and twisting it actually gave me indigestion.

          • LeveledUpGamer

            Thats where the issue lays. If a very small portion of the games library is 4k like indie titles, you still can’t say its a 4k machine when the vast majority are checkerboard 4k.

            You are still misleading the consumer. Saying PS4 Pro is a 4k machine when its really a checkerboard 4k console is still incorrect. The PS4 Pro is not a native 4K machine unlike what Scorpio will be.

            Bottomline is about misleading consumers and Sony is just as guilty, however they have been more vocal that their 4k is checkerboard 4k…yet still feel they can pass it off as saying 4k.

  • zybch

    Nowhere near as disingenuous as sony going out of their way to not mention that it doesn’t have a UHD drive, or that no current AAA games (just remakes and crappy old titles) can even get close to 4K without upscaling, even though they specifically state “PS4Pro enables game resolution at native 2160p resolution” on their website.
    MS NEVER claimed 4K GAMING, sony DO.