Xbox has just released a new commercial, directed by visionary filmmaker and Xbox 360 ad co-conspirator David Fincher, called “Wake Up.” Released on April 10, this creative ad—which the company calls a “Brand Trailer”—is nothing short of brilliant.
The advertisement includes an animated cast of peculiar rat-human hybrids within the environment of a filthy, overpopulated city. Follow Horatio, a rat on a magical fairy tale adventure. To do so, he undertakes a mission to recapture his humanity from the pernicious effects of gaming itself. The story opens with Horatio on a crowded rush-hour commute, setting the stage for the colorful drudgery of city living. After an uphill battle of a morning, he makes it to the office. There, he sits down to a dismal workday and hardly has time to eat a sad sandwich at his desk.
David Fincher and Romain Chassaing produced and directed “Wake Up.” We hope this film will draw people into the Xbox brand and spark lively discussion and debate. This commercial is very different from typical ads we see. Rather than only advertising a particular game or product, it showcases what gaming culture is all about and communicates the deep emotional connections players have.
The commercial is visually striking with some pretty powerful themes at work. It reminds me a lot of those live-action trailers and commercials that Sony commissioned for the PlayStation 2 and PlayStation 3. This classic retro aesthetic conveys a sense of wonder and adventure, moving away from simple promotional tactics and creating a spark of discovery.
Together, Fincher and Chassaing’s collaboration constitutes a notable fusion of high-profile filmmaking and video game marketing. This collaboration is a testament to Xbox’s commitment to creativity and innovation within its brand communications. “Wake Up” is a remarkable moment in gaming advertising. Its artful narrative gets woven right into its stunning graphics creating an extraordinary experience.