VIDEO: Here's the first Xbox One TV ad

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Microsoft's first TV ad for Xbox One focuses on its TV, chat and NFL functionality.

The machine will of course be pitched differently to lots of different markets and the appeal of its multimedia functionality will mean that Microsoft will inevitably be targeting some sales in non-gaming markets.

But considering the perilous PR position Microsoft has fought against since E3, it can likely expect some further negative reaction for daring to base its opening TV gambit on non-game functionality.

Here's the clip: