Xbox launches a cinematic commercial directed by David Fincher to promote games via Samsung TV.

Microsoft took fans by surprise this week with the release of a new bold and artistically refined commercial to promote its Xbox platform. The video, part of the "This Is Xbox" campaign, was titled "Wake Up the Human Inside" and brought an unexpected detail: it was directed by none other than David Fincher, the acclaimed filmmaker responsible for works like Seven – The Seven Deadly Sins, Fight Club, and Gone Girl.

With a narrative that mixes surrealism and social criticism, the commercial follows the daily life of Horatio, an anthropomorphized rat living a gray and automated life in a world dominated by similar creatures. Throughout the day, he discreetly observes human figures that seem out of tune with the environment, playing video games amid the monotony. At the end of the workday, Horatio returns to his apartment, turns on the Samsung OLED TV, and directly accesses the Xbox app, starting a gaming session with his friends — the moment he literally "awakens" and becomes human.

"Horatio rekindles his humanity through the joy of games," says the official description of the commercial. "The mundanity is interrupted by glimpses of mysterious players — the only humans among the rats."

The project also features the direction of Romain Chassaing, and its aesthetics are marked by a mixture of futuristic technology and psychological symbolism, reinforcing the concept that video games can be catalysts for identity, creativity, and emotional connection.

This new chapter of the "This Is Xbox" campaign focuses on one of Microsoft's main bets: expanding the Xbox ecosystem beyond traditional consoles, offering games via streaming directly on Samsung Smart TVs through the native app with support for Xbox Game Pass Ultimate.

With this, the company aims to consolidate cloud gaming as a mainstream experience, allowing players to access heavyweight titles like Starfield, Halo Infinite, Forza Horizon 5, and even Call of Duty on devices such as TVs, tablets, and smartphones, all without the need for a physical console.

The choice of David Fincher as director is also not by chance: known for his dark aesthetic, visual detail, and immersive direction, the filmmaker brings a tone of modern dystopian fable to the commercial, offering depth and emotional appeal — something rarely seen in gaming advertising.

"A much-needed dose of fun turns him into the human he always was," highlights the text accompanying the piece's release.

With this strategy, Microsoft reinforces its commitment to democratize access to games, expanding its reach beyond the traditional console audience and targeting new players who seek convenience without sacrificing quality.

While the industry watches the movements of Sony, Nintendo, and other competitors, Microsoft continues to bet big on Xbox as a service platform, offering a growing portfolio via Game Pass and heavily investing in narrative experiences — even in advertisements.

If you haven't watched the commercial "Wake Up the Human Inside" yet, it's already available on Xbox's official channels. And it's worth watching — whether for Fincher's direction, creative boldness, or the subtle message about how games continue to be one of the last havens of emotional freedom in modern daily life.