Thomgame: Microsoft says that the campaign is about "reaching the casual and social segments," something that comes out strongly in the first TV advert. Not a male in sight, the young girl at the centre is elated by the experience manifested inside her head. This, notably, has nothing to do with shooting, murdering, space marines or any of the other baggage that they are so blatantly trying to ditch. This is further emphasised by the soft focus, lighting and delicate music.
While aesthetically and conceptually brilliant, having it all go on inside the character's head is slightly insular and could possibly work against the notion of a "social" experience. So too does the fact that any other individuals present are well out of focus (take that as literally as you like).