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Microsoft’s marketing slogan for Xbox Series X and Xbox Series S is “Power Your Dreams,” and the most recent Xbox announcement, a short film by Thor: Ragnarok director Taika Waititi, takes the motto to a whole new level.
The ad takes place in a “dream incubation lab,” where a woman plays an Xbox Series X before being guided into a dream state. He then explains his dreams, featuring things like a neon-outlined bunny leaping through a forest and a flying whale in space, all of which appear on screen.
That’s pretty standard in dreams, if you ask me. But eventually, the woman dreams that a giant Master Chief in DJs space using a aura ring. That would be enough to solidify this as a rather strange commercial, but the woman later reveals that Master Chief is, in fact, a cat, and then Cat-Chief removes his helmet and starts dancing. I can’t say that I’ve ever dreamed of something like this.
However, if you ask me, the ad fits perfectly with some of the others Microsoft has used to help promote its new consoles. One, released in October, featured actor Daniel Kaluuya flying through ever-changing virtual worlds. The company’s Christmas commercial features dogs that dream they are throwing grenades at the Master Chief’s feet and playing Minecraft together. Perhaps the fact that Master Chief is a DJ cat isn’t so strange after all.
