Microsoft’s new Xbox “Wake Up” commercial, directed by David Fincher and Romain Chassaing, is what’s been described as an “off-beat fairy tale.” It follows a character named Horatio, depicted as a rat living in a gritty, anthropomorphic rodent-filled city called Squeakattle.
Horatio’s day is a boring slog—picture packed train rides, dull office tasks, and a fast lunch at his desk. It’s like the old “rat race” saying turned reality. But as he goes through it, he keeps spotting humans—strange people totally into playing games on all kinds of devices.
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The surprise hits when Horatio gets home after his tiring day. He turns on his Xbox with a Samsung OLED TV and jumps online with his buddies. This burst of gaming joy changes him, peeling off his rat-like look to show he’s been a human all along. It fits Xbox’s big idea: gaming wakes up your human side, and you can do it on consoles, TVs, computers, or even little handheld consoles.
The ad was directed by David Fincher—who makes deep, dark films like Fight Club and Se7en—and Romain Chassaing, a French director who’s great at eye-catching visuals, giving it a movie-like feel. It’s not really about selling one thing but more about showing Xbox in a fresh, unforgettable way. Working with Samsung puts their OLED TVs in the spotlight for gaming, fitting Xbox’s plan to catch players wherever they’re hanging out.
