"What's in the Box?": David Fincher directed an ad for Xbox

Famed director David Fincher created a commercial for Xbox called "Wake Up." The company calls it a "brand trailer" because its primary purpose is not to promote the console or the game, but to increase brand awareness.

It seems that Xbox has decided to return to the era of creative advertising for its consoles, similar to how David Lynch himself shot the PlayStation 2 commercials.

David Fincher, known for his cult films Fight Club, Zodiac, and The Girl with the Dragon Tattoo, has created a commercial for Wake Up, which is made in the style of his famous neo-noir detective film Se7en.

The commercial shows a day in the life of a rat named Horatio, who commutes to work in crowded traffic, works in an office, and eats lunch right outside his desk. However, in the evening, when he plays games, Horatio feels human again, free from the routine and stress of everyday life.