Sanrokumaru (literally 3-6-0) is Microsoft's new mascot in the Japanese market. He's a talented guy! Not only can he throw a baseball, but he can maintain a giant fighting robot as well.
This is a new commercial for Virtual-On Force, the upcoming Xbox Live Arcade port of Sega's 2001 arcade game (and successor to last year's Virtual-On Oratorio Tangram).
It won't be out until the end of the year, but then, that's why they're working. Tightening bolts, replacing fan belts, polishing armour. To make sure everything's ready. The 360 doesn't get many games to crow about in Japan, so those it does may as well get a great ad to go with them.