A Surreal Journey in Xbox's Latest Commercial

In a striking new ad, Xbox invites us into a bizarre world guided by the visionary David Fincher, featuring captivating CGI rat-human hybrids wandering through a gritty urban landscape. This unique advertisement isn't something we see much of today, echoing some of the most surreal live-action campaigns from Sony’s heyday promoting the PS2 and PS3.

Introducing 'Wake Up'

Launched on April 10, this brand trailer titled "Wake Up" isn't your typical marketing ploy to promote a specific game or gadget. Instead, it aims to spark conversations about the Xbox brand itself—definitely a strategy that’s working as the buzz begins to grow.

Meet Horatio: A Rat Rediscovering Humanity

In 'Wake Up,' directed by David Fincher alongside Romain Chassaing, we follow the story of Horatio, a rat who embarks on a whimsical quest to reclaim his lost humanity through gaming. The narrative highlights Horatio's mundane daily grind—packed commutes, tedious office tasks, and hurried lunches—before he stumbles upon the transformative world of gaming. As the day winds down, he powers up his Xbox on a sleek Samsung OLED TV, reconnecting with friends and reigniting his joyful spirit.

A Nostalgic Nod to the Past

At Kotaku, we often steer clear of discussing "brand trailers," but this one is an exception. The Fincher-directed spot evokes nostalgia, reminiscent of the quirky live-action commercials crafted by Sony in the past—think the iconic David Lynch PS2 ad or the unforgettable moments with the alien girl and a crazed baby doll promoting the PS3.

The Return of Outlandish Advertisements

For nearly a decade, both Sony and Xbox embraced eccentric advertising campaigns that didn't just push products but left a lasting impression on viewers. These imaginative spots resonated long after the commercial break ended, and here's hoping that Horatio's quirky adventure sticks in the minds of today’s youth. Fast forward 15 years, and who knows? We might hear nostalgic tales of that time David Fincher crafted a memorable Xbox ad about a rat finding joy in gaming.