Ahead of the holiday season, and presumably to help drive sign-ups to Game Pass, Microsoft has rolled out a new ad campaign called “This Is An Xbox.” The basic takeaway is that, as Microsoft has been saying for years, you don’t have to buy an Xbox to play Xbox. That’s because Xbox games are available across a variety of devices these days as part of Microsoft’s new strategy to gain marketshare. Microsoft is, of course, is in third place against PlayStation and Nintendo.
Microsoft is going big for this ad campaign, with visuals set to appear in places like San Francisco, Atlanta, Chicago, Sydney, Melbourne, Brisbane, London, New York, and Berlin. Microsoft also commissioned a live-action trailer featuring the song “The Choice Is Yours” by Black Sheep, which is rather fitting.
Additionally, Microsoft partnered with companies like Samsung, Crocs, Porsche, and The Happy Egg for branding takeovers. The ads first display a product, say, a pair of Crocs, with the message “This is a pair of Crocs,” and the next page shows an Xbox and says, “This is an Xbox.”