Behold, the very first North American TV commercial for the Xbox One. You will note, by the time you get to the end, that there are no video games in it.
Time to get upset? Reminder: the Xbox One exists to make Microsoft money. If you give a shit about the Xbox One and you're reading this site, you don't need a TV commercial to sell you (or unsell you) on the machine.
So...hence TV commercials about football, for people who like football, and who will be watching football all weekend, and who may not know about the Xbox One, because football season is back.