This baby ad? I really feel shame for them...

I don't how say in your country but here it common to say you have shame about a company/person.

Example.

- Sony is trying to sell the PS4 at 4k
- I have/feel shame for Sony

It is a criticism... a bad think that the company/person did.

Ok, I get what you mean now. I guess being embarrassed for them?

Or... Maybe they are not similar at all and Microsoft never really needed to follow Sony regarding marketing of the Xbox?
The last one from Microsoft is a very good one and is, indeed, aligned with the vision Microsoft had with the Xbox One from the begining..

I think if one knows how to market a console/game, it is Microsoft (for the speedy gonzales out there; take a long breath before to jump on your keyboard, I'm talking about ADS, not PR...)...

Yeah... I guess shame is not the best word it is more a expression here so it is hard to say the same in English.

BTW nobody can like that ad... it is terrible.

PS4 just referenced games and did not actually show games where as XBO showed games, references, kinect features, and entertainment features with catchy music.

Not really seeing how that is the same as singing off-tune and referencing games. But if you think so then why not.

And as said previosly.  The ad took more than a week to develope.

Everything M$ is doing now is copying Sony simply because how bad they fucked everything up. So why not copy what works

No matter what side you're on, Sony is the king of commercials and that goes all the way back to the 90's. Kevin Butler pretty much brought the PS3 back to life by himself.

money can even buy time to produce such an ad nowadays

I guess they're kind of similar? Although it's not like Microsoft scrambled to emulate Sony's advertising strategy overnight. I'm sure this advertisment was in the can a while ago. In any event, I don't like any of these recent commercials. Show me the games, show me the features, show me how my friends and I will interact with the games. Don't show me these elaborately choreographed reenactments of video game events.

The general consensus on the net is that Microsoft is far better at marketing.