"Champagne", a 2002 British television advert for the Xbox, received 136 complaints from viewers to the Independent Television Commission (ITC) over its content. The advert featured a newborn baby being launched out of its mother—aging as it flies through the air, and crashing into a gravestone. It contained the tagline "Life is short, play more." The advert was banned from television by the ITC, who considered it to be "offensive, shocking and in bad taste", noting complaints citing the advert's themes of death and the "traumatic experience" the person was facing in the ad.