What brings us joy, brings us back. pic.twitter.com/zOw3wwToDW
— Xbox (@Xbox) April 10, 2025
ART. That’s the best way I can describe what I just watched.
Xbox recently released a new ad directed by David Fincher, the same guy who made the movie “Fight Club,” that should resonate with a lot of people reading this. Just to be clear, I’m not implying that you’re all a bunch of dirty rats. Microsoft is. But the message that they are sending here is actually kind of beautiful if you think about it.
The story begins by showing your typical human-sized rat, you know, just like the ones you probably see frequently if you live anywhere near NYC, waking up and going through his typical morning routine before heading off to his boring 9-5 desk job. During his commute, the giant rat catches glimpses of humans scattered in a seemingly endless sea of other commuting rats. The humans are all the people playing video games as our main protagonist rat sees them. After realizing this, the mutant rat rushes home to recapture his humanity by firing up his Xbox.
I’m not sure whether to be offended or absolutely inspired by this ad, but what I can tell you is that I know genius when I see it, and this is definitely it. While I myself am not a rat, I can surely tell you that I am surrounded by rats all day everyday, so I will be sure to show them this ad when they refuse to get on Xbox with me at noon on a Tuesday because of their “careers” or whatever bs nonsense excuse they’re using that day.
The world-dominating tech corporation is clearly sending us a message here to not fall into the same trap that all of their employees have fallen into. They’ve made it clear that it’s us vs the 9-5ers and we can never let them win.
Because if they win, all will be lost.
-@DraakoTP