It was all the way back in November of 2024 that Microsoft first introduced us to the idea of "This is an Xbox" — an ambitious marketing campaign that spelled out the company's intentions for the brand in the years to come.

In reality, we'd known for ages that Xbox was going down this path, putting a greater focus on areas like PC and Xbox Cloud Gaming in an attempt to expand way beyond the console landscape. The problem was that they'd spent the past 20+ years building a brand centred around the original Xbox, Xbox 360, Xbox One, Series X and Series S, and therefore the term "Xbox" almost always meant "console" in the minds of the general public.

This marketing campaign was designed to change all that, repeatedly drilling it into our minds that everything is an Xbox these days — your PC, your phone, your ROG Xbox Ally, your TV... the list goes on.

As we reach the start of 2026, there are still plenty of people who continue to measure Xbox by its console successes (or failures), rather than looking at the bigger picture. Therefore, it's no surprise that Microsoft is still heavily pushing the "This is an Xbox" campaign over 13 months since it first debuted, and it shows no signs of slowing down.

The video you see above is a new trailer helmed by Eternal Sunshine of the Spotless Mind director Michel Gondry, so clearly they're sparing no expense spreading the message that Xbox is not just about consoles anymore (nevertheless, it's been confirmed on numerous occasions that a next-gen Xbox console is on the way).

In business terms, much of this makes sense — Xbox Series X|S sales have struggled compared to the PlayStation 5 and Nintendo Switch overall, while the likes of PC and Xbox Cloud Gaming (along with releasing first-party games on other platforms) seem to have been big successes for Microsoft. However, Xbox has 25 years' worth of console-focused fans under its belt, and the big quandary is whether "This is an Xbox" will ever resonate with those who believe "Xbox" should always mean "console" above all else.

What are your thoughts on the "This is an Xbox" campaign? Tell us in the comments below.