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Basically he plays this beat em up and is trashing everyone and giving them mouth. He then sees his name go into second place after a player called Crusher. He challenges Crusher and gets his rear tanned. After this, he and a bunch of friends go against Crusher (you seem all the challengers to Crusher in their rooms) in an American football game. Crusher nails them all and then stands over the main guy in the advert. Crusher then stops using the head set to do a fake voice as she taunts the bloke. ;-))
This big bad Crusher player turns out to be a young Japanese school kid and this guy who is like 20 is left crying. ;-))
Excellent advert - American ad obviously.