According to David Fincher’s new Xbox ad with an extremely late ’90s/early 2000s vibe, you can escape capitalism by buying Xbox games

Xbox “Wake Up” Brand Trailer – YouTube

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David Fincher was a music video director with clips like Madonna’s Vogue to his name before he became a feature film director in the 1990s, responsible for movies like Seven, Fight Club, and The Social Network. His new commercial for Xbox and Samsung called Wake Up, co-directed with Romain Chassaing, will probably end up somewhere on the lower end of his filmography.

It depicts a society of rats living and working bleak urban lives right out of Terry Gilliam’s Brazil, or perhaps more blatantly Steve Cutts’ similarly rat-themed short film Happiness. Only some of the rats aren’t rats at all. Some of them escape the rat race by transforming into humans for the brief moments they spend playing Microsoft-published videogames.