Microsoft has released a new Xbox Game Pass commercial that masterfully plays on nostalgia for the Xbox 360 era.
The video, with light irony but also emotional depth, unfolds in a store. The protagonist is locked in a game return box and surrounded by boxes of Xbox 360 games that don't impress him. He's waiting for something special, but it seems in vain.
When someone returns a copy of Gears of War, the guy grabs it with delight, kisses it like a treasure, and the video shows the main message: "That's how it was then." Then the image transitions to the present—the same guy, now grown up, is playing at home and instantly gets access to hundreds of games through Xbox Game Pass.
The campaign emphasizes how much gaming life has changed: no more waiting, running for physical copies, or standing in front of empty shelves. Now, a constantly updated digital library is available. The slogan "This is how we play now" conveys the idea of free and instant access to entertainment.
