Xbox Game Pass New Advert Analysis
Xbox seems out of touch with the gaming community, and its latest Game Pass commercial only highlights this disconnect. Historically, Xbox’s marketing efforts—particularly for new game launches—have been minimal, but this recent ad is notably confusing and ineffective.
Ad Concept and Execution
The commercial attempts to contrast renting physical games in the past with today’s access to Xbox Game Pass. At first, the ad appears acceptable, albeit a bit unusual. It features a man in a dark room surrounded by old Xbox 360 game boxes, visibly tired and thirsty, creating an initial impression of struggle.
Surreal Imagery
As the ad progresses, the narrative becomes increasingly abstract:
- The man is shown inside a video store returns box.
- Through a small slot, another person inserts a physical Xbox 360 game—specifically Gears of War—into the room.
- The man eagerly grabs the game box, similar to someone lost in the wilderness craving food.
This setup, intended to symbolize the value of Game Pass, instead feels disjointed and surreal, leaving viewers uncertain of the message.
“The ad played before my eyes, hovering in the centre of a pitch black room, my brain unable to figure out what any of it was for.”
“The concepts are strung together in a way that made my brain assume everything was fine, but as it played and played, it was like an Escher sentence.”
Overall Impression
Instead of communicating the benefits of Xbox Game Pass clearly, the advert’s confusing imagery and symbolism make it hard to understand and detract from Xbox’s marketing goals.
Author’s Summary
This ad unintentionally illustrates Xbox losing touch with gamers by presenting a convoluted message that clouds rather than clarifies the value of Game Pass.