Overview

• Xbox released its new 'Wake Up' commercial on April 10, 2025, directed by David Fincher and Romain Chassaing.
• The ad follows Horatio, a rat-like character, who rediscovers his humanity and joy through gaming on Xbox.
• Its tagline, 'Wake up the human inside,' highlights Xbox's effort to redefine its brand identity around transformation and connection.
• Visual elements in the ad, such as a clock showing January 9, 2025, have fueled speculation about an unannounced Xbox handheld device, though no official confirmation has been made.
• Produced in partnership with Samsung, the ad's nostalgic and unconventional style recalls iconic live-action campaigns of the PS2/PS3 era.