The launch of Microsoft’s Xbox One console is now less than one month away, and the company has just announced a massive new advertising campaign for the device. The “invitation”-themed ad campaign will be global and promote the console to a wide spectrum of consumers beyond just gamers. In addition to ads in traditional media, Microsoft will be rolling out an internet campaign that will roll out on social media sites and Microsoft’s own websites.

The first TV ad for the campaign will play this coming Sunday, October 27 during the Sunday Night Football broadcast. Subsequent ads in the campaign will air during other NFL broadcasts, as well as shows such as The Big Bang Theory, X Factor, The Walking Dead, and Duck Dynasty. The first ad, which has been released online today, highlights Microsoft’s broad strategy to sell the Xbox one to sports fans, movie buffs, and TV watchers in addition to video game fans.

“The ads were designed to celebrate that for the first time, the best in gaming is coming together with the best of entertainment, all-in-one place,” said Robert Matthews, GM of Xbox Consumer Marketing at Microsoft. “Authenticity was a key goal for the campaign design, from including one of only three McLaren P1’s in the world to represent Forza Motorsport 5, to including Liverpool football star and England national team captain Stephen Gerrard, to actor Zachary Quinto representing Spock.”

Microsoft has also released a behind-the-scenes video for the first commercial, showing just how large the production of it was. The video is an ad itself, with the stars and production team behind the commercial promoting the Xbox One: