Escape Capitalism with Xbox Games: A Retro Vision from David Fincher
David Fincher's new Xbox advertisement takes viewers on a nostalgic journey back to the late '90s and early 2000s, portraying an escape from the mundane through gaming.
In a new Xbox commercial, directed by David Fincher, known for his iconic films like Seven and Fight Club, viewers are thrust back into an aesthetic reminiscent of the late ’90s and early 2000s. This advertisement creatively portrays a society where individuals are likened to rats in a gritty city, akin to narratives from Terry Gilliam’s Brazil or the animated short Happiness by Steve Cutts.
As the ad unfolds, it humorously contrasts reality with virtual escapism, showing that many characters enjoy Xbox games on various devices— from mobile phones to PCs— while only one protagonist is depicted as playing on an actual Xbox console.
This nostalgic production not only grabs viewers’ attention but also invokes a sense of longing for carefree times. However, the message is somewhat ironic as it comes from a corporation that has faced backlash for its corporate practices. The juxtaposition of the ad’s message versus Microsoft’s real-world actions raises eyebrows, leaving audiences to ponder the fine line between advertisement and reality.
Xbox “Wake Up” Brand Trailer
