TV ad: Xbox: Wake Up

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Top 6: May 7th 2025

In 'Wake Up' , Xbox positions itself as a solution to modern-day drudgery through a very real 'rat race'. The film, co-directed by David Fincher and Romain Chassaing via Reset, follows a rat (or is he a man?) through a day's commute and work in a fictional city called Squeakattle, inhabited by anthropomorphic rodents. Created by Accenture agency Droga5, it's their first major campaign for the brand since being named Xbox’s global creative partner last spring. By shining a light on the monotony of life, albeit through a slightly unsettling visual metaphor, Xbox wants to open a conversation with this brand trailer around finding renewed purpose and energy.