David Fincher Directs a Unconventional Xbox Ad Featuring Anthropomorphic Rats

Xbox has launched a new advertisement for its ecosystem, featuring a rodent named Horatio as the protagonist. The video, titled Wake Up, was directed by David Fincher, known for Fight Club and The Social Network, along with French director Romain Chassaing.

The promo presents a dark fairy tale about how Horatio the rat «regains his humanity through the joy of video games.» In the short runtime, viewers are shown the monotonous routine of the main character: waking up, commuting in cramped transport, and working in a dimly lit office.

Throughout the journey, Horatio encounters various humans alien to his world, all of whom are united by spending time gaming on different devices. Upon returning home, the rodent transforms into a human by launching the Xbox and immersing himself in the joy of gaming.

The advertisement conveys several ideas and messages. Firstly, the Xbox ecosystem is extensive, allowing play on PCs, Xbox consoles, and mobile devices. Secondly, the modern pace of life forces individuals into a rat race, with entertainment serving as the only means to escape the endless pursuit of success. Lastly, the directors draw a clear allusion to Johan Huizinga‘s work, Homo ludens («Man Playing»), which asserts that games are essential for humanity and form a fundamental part of human culture.