Everyone remembers Rocky Balboa depicted as an everyman who started out by going the distance and overcoming obstacles that had occurred in his life and career as a professional boxer portrayed by Sylvester Stallone. It seems that Microsoft is portraying the Xbox One as the underdog in a recent campaign in which they use the Italian Stallions voice to promote the Xbox One in a advert in which Stallone says " It ain't about how hard you can hit, it's about how hard you can get hit and keep moving forward." Sony has beaten Microsoft for the past 6 months with the sales of the PS4, so this seems to be a direct reference to that, and that Microsoft intends to play the long game and come back fighting. http://youtu.be/eDCZuGZx7LE Watch the video and let us know what you think in the comments below. Source
