The new Xbox ad campaign is confused about what an Xbox is

These times are very trying and it’s understandable if someone goes a little off the deep end once in a while. Just like Norman Bates said in Psycho, “We all go a little mad sometimes.” However, a new Xbox ad campaign has us a little concerned.

Microsoft launched a new marketing campaign for its Xbox consoles and cloud gaming service called “This is an Xbox.” It features posters and commercials with a bunch of different objects like a laptop, a smartphone and a Meta Quest 3 that are all “an Xbox.”

We confirmed with a thorough fact check that all of those objects are not an Xbox. That may sound like overkill but when you live in a world where there’s a real chance that the goopy mass voiced by Tim Curry in FernGully might become Secretary of the Interior, we’re not taking any chances.

The commercial is even trippier. It zips between objects like a flat screen TV, an ROG Ally and a laptop while Black Sheep’s “The Choice is Yours” blasts in the background. This time though, it displays the simple sentence “This is an Xbox” with a secondary clause or imperative statement behind it. Is there some kind of malware …read more