Cinematic Video Game Spots : Droga5’s ‘Wake Up’

Droga5’s ‘Wake Up’ offers a cinematic experience that confronts the dull monotony of modern life with an unexpected, immersive twist. Directed by the legendary David Fincher alongside Romain Chassaing, the global Xbox campaign swaps humans for humanoid rats in the fictitious gray-toned city of ‘Squeakattle,’ metaphorically illustrating the draining routines of daily existence.

In a sea of sameness — work, gym, home — one rat discovers a spark of purpose by picking up a controller and diving into the world of Xbox. It’s a powerful reminder that gaming isn’t just play; it’s a way to reclaim imagination, engagement, and inspiration. The campaign seeks to recapture the raw energy and emotional punch of iconic gaming ads from decades past.

By positioning gaming as an antidote to passive scrolling, Wake Up boldly reframes Xbox as more than entertainment — it’s a call to action for those craving something real. The spot is now airing globally, with added firepower from a Samsung partnership.

Image Credit: Droga5