Importance Score: 40 / 100 🔵
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New Xbox and Samsung Commercial “Wake Up” Directed by David Fincher
Before establishing himself as a prominent feature film director in the 1990s, known for cinematic works such as Seven, Fight Club, and The Social Network, David Fincher honed his skills as a music video director, helming notable clips like Madonna’s “Vogue.” His latest project, a commercial for Xbox and Samsung entitled “Wake Up,” co-directed with Romain Chassaing, arguably ranks among the lesser entries in his extensive filmography. This new Xbox commercial aims to promote video games and Samsung OLED TVs.
Dystopian Setting and Narrative
The advertisement portrays a society of rats immersed in grim urban existence, reminiscent of Terry Gilliam’s film Brazil or Steve Cutts’ animated short, Happiness, which also explores similar themes with rats. However, a segment of these rats transcend their mundane routine by momentarily transforming into humans during their engagement with Microsoft-published video games.
Product Showcase and Game Titles
Intriguingly, it is only the central character, engrossed in playing Valorant on his Samsung OLED TV, who explicitly appears to be using an Xbox console. Other human figures are depicted playing Xbox games on various devices, including:
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- South of Midnight: Mobile Phone
- Indiana Jones and the Great Circle: PC
- Avowed: Handheld device, presumably an Xbox-branded ROG Ally
Critique and Context of the Advertisement
The advertisement adopts a hackneyed approach, reminiscent of Fincher’s earlier music video style. It echoes the familiar trope of individuals breaking free from their monotonous lives through an empowering medium, in this instance, video games. It further evokes the era of unconventional video game advertising pioneered by Sony’s “Do Not Underestimate the Power of PlayStation” campaign in 1999, particularly recalling the peculiar “Double Life” advertisement. Microsoft ventured into similar territory with its 2002 “Life is Short” commercial, which arguably communicated its message with greater efficacy than this current endeavor.
A point of concern arises from the juxtaposition of the corporation’s public image with the advertisement’s message. Microsoft, which has faced criticism for dismissing employees who voiced concerns over the company’s AI technology provision to the Israeli military, now paradoxically presents itself as a purveyor of counter-cultural escapism from the monotony of daily work life. This marketing approach may appear incongruous, particularly considering the products like Microsoft Teams associated with workplace environments.