Bestads Best TV of the Week: Xbox’s ‘Wake Up’ via Droga5 New York, Part of Accenture Song
Each week Bestads showcases standout global advertising work as reviewed by an esteemed international creative director or team. This week’s Best TV ad is Xbox’s ‘Wake Up’ via Droga5 New York, Part of Accenture Song.
The spot was selected guest judge Katy Hopkins, Executive Creative Director at Iris, London.
“Intriguing, unusual, and well-crafted,” said Hopkins. “A piece of narrative storytelling that drew me in and twisted the usual rather lazy convention of seeing gaming as a waste of time for stoners.
“It shows the ultimate escape from the rat race, shot by the perfect choice of director for a dark and psychologically intense story exploring human nature.”
In ‘Wake Up’, Xbox positions itself as a solution to modern-day drudgery through a very real ‘rat race’. The film, co-directed by David Fincher and Romain Chassaing via Reset, follows a rat (or is he a man?) through a day’s commute and work in a fictional city called Squeakattle, inhabited by anthropomorphic rodents. Created by Accenture agency Droga5, it’s their first major campaign for the brand since being named Xbox’s global creative partner last spring. By shining a light on the monotony of life, albeit through a slightly unsettling visual metaphor, Xbox wants to open a conversation with this brand trailer around finding renewed purpose and energy.
Check out the full review here.
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