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Xbox Unveils David Fincher-Directed Commercial Featuring CGI Rat-Human Hybrids
In a surprising marketing move, Xbox has premiered a new commercial helmed by acclaimed director David Fincher. The advertisement showcases a dystopian urban environment populated by CGI rat-human hybrids. This unconventional approach to advertising evokes comparisons to the imaginative and sometimes bizarre live-action ads previously produced by Sony for the PlayStation 2 (PS2) and PlayStation 3 (PS3) consoles.
“Wake Up”: Xbox’s Brand-Focused Trailer
Launched on April 10th, the Xbox commercial, titled “Wake Up,” is described by the company as a “Brand Trailer.” This designation indicates its primary objective is not to promote a specific game title or product, but rather to generate buzz and discussion around the Xbox brand itself. The unconventional advertisement is certainly achieving this goal.
Watch the New Xbox Advertisement
View the David Fincher-directed Xbox advertisement below:
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Synopsis of the “Wake Up” Advertisement
Xbox provides the following description for the “Wake Up” commercial:
In Xbox’s Wake Up, directed by David Fincher and Romain Chassaing, a wonderfully off-beat fairy tale unfolds: Horatio, a rat, rekindles his humanity through the joy of gaming. We follow Horatio through a day in the rat race: a packed commute, the drudgery of the office, a rushed lunch at his desk. The mundanity is interrupted by glimpses of mysterious gamers—the only humans we see amongst the rats. After a long day, Horatio powers on his Xbox on his Samsung OLED TV and connects with his friends. A much-needed dose of fun transforms him into the human he always was.
Echoes of Sony’s Live-Action Advertising
Typically, this platform does not focus on “Brand Trailers.” However, an exception was made for this Fincher-directed Xbox trailer due to its striking resemblance to the peculiar live-action trailers and commercials that Sony popularized in previous console generations. Examples include the time David Lynch directed a PS2 commercial, showcasing a similar penchant for the unconventional.
Resemblance to Past PlayStation Ads
This recent rat advertisement is reminiscent of a period when Sony produced PS3 ads featuring unusual elements like a strange alien girl or a crying baby doll reacting intensely to the sight of a PS3 console.
Nostalgia for Unconventional Console Marketing
For approximately a decade, it appeared that both Sony and even Xbox, to some extent, were willing to invest significantly in commercials that prioritized memorability and brand image over directly pushing console sales. These ads, often airing late at night, left a lasting impression. It is anticipated that this rat advertisement will resonate with younger viewers, fostering nostalgic recollections of this era of Xbox commercials directed by David Fincher in the years to come.
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