The new Xbox advertising campaign shows confusion about what an Xbox really is.
Microsoft, do you need assistance? Don't hesitate to ask for it.
The current times are tough, and it's understandable that people may lose their way at times. As Norman Bates mentioned in Psycho, “we all go a little mad sometimes.” However, a new advertising campaign by Xbox has raised certain concerns.
Microsoft has launched a marketing initiative for its consoles and cloud gaming service called “This is an Xbox.” The campaign includes posters and ads showcasing a variety of items such as a laptop, a smartphone, and a Meta Quest 3, all labeled as “an Xbox.”
After a thorough fact-check, it has been confirmed that none of these items is actually an Xbox. While this may seem excessive, we live in a world where there is a real possibility that a character as peculiar as the one portrayed by Tim Curry in FernGully could become Secretary of the Interior, so we're not taking any unnecessary risks.
The ad is even more surreal, quickly alternating between items like a flat-screen TV, a ROG Ally, and a laptop, all while “The Choice is Yours” by Black Sheep plays. This time, it is accompanied by the simple assertion “This is an Xbox,” followed by a confusing secondary clause. Is there some kind of computer virus in the artificial intelligence software that governs our universe?
Microsoft, we understand that this is an advertising campaign and that you don’t actually claim these non-Xbox items are “an Xbox.” Clearly, you are trying to promote your cloud gaming service, available on all the devices featured in the ads. However, it is not necessary to have an expensive subscription to play on a conventional Xbox.
Moreover, the internet is a space where conspiracy theories, scams, and unethical behavior proliferate. Reality is complicated enough without having to argue over what certain items really represent. This situation is reminiscent of the extravagant moves Jobu might have made after decorating the bagel in Everything Everywhere All at Once.
