Microsoft knows that the Xbox One has fallen behind when it comes to the next gen consoles. The PS4 has been chugging along like a steam train bringing in record sales and being much more popular than the Xbox One.
However Microsoft aren't letting that get them down, they're turning it around and using their underdog status in these new Xbox One ads.
These new ads are basically saying that Microsoft know the Xbox One is behind the PS4 but they will fight till the end to beat it or keep up with it at least.
One of the ads uses a speech from film Rocky and the other uses a speech from the film Friday Night Lights.