David Fincher, the director of films like The Killer and Gone Girl, has now helmed a strange Xbox commercial featuring rodents. A humanoid rat embarking on his daily routine serves as the main subject, and the camera captures his emotions as he travels from an apartment complex to his office before returning home at the end of the day.
The video, titled "Wake Up", was released on YouTube on Thursday via Xbox's official YouTube channel. Directed by Fincher and Romain Chassaing, the commercial concludes by encouraging players to "wake up the human inside" and to play Xbox with Samsung OLED products.
Samsung recently partnered with Microsoft to bring Xbox gaming to its OLED TVs, allowing players to access Game Pass Ultimate through the cloud without owning a physical console. A Game Pass Ultimate subscription costs $19.99 a month, and the service has recently focused on platform expansions like the Samsung OLEDs.
While the commercial focuses more on its narrative than on the specifics of any product, the advertisement speaks to the Xbox brand. While strange on the surface, the inclusion of rats signifies the "rat race" so many people catch themselves in: a cycle of waking up, working, going to...
