Almost a year ago now (yep, it's been that long), Microsoft unveiled its 'This is an Xbox' marketing campaign which defined a huge shift in messaging for the company - and this year the whole thing has evolved, as Microsoft tweaks its advertising strategy for Holiday 2025.
You can check out the new advert up above, which largely follows a similar structure to last year's This is an Xbox trailer. This time around though, ROG Xbox Ally is added as 'an Xbox on the go' - and in general, it seems as though Microsoft is trying to show off different situations where different forms of Xbox can now be enjoyed.
"Directed by Michel Gondry, this is a journey across gaming moments as all your devices can turn into Xboxes. Your console, phone, laptop, Smart TV, and ROG Xbox Ally and ROG Xbox Ally X - YUP! - those are all Xboxes.
Experience the joy of gaming wherever, whenever, and why-ever you want with unforgettable games like Call of Duty: Black Ops 7, Gears of War: Reloaded, The Outer Worlds 2, and Ninja Gaiden 4."
Despite a slight tweak in the overall message, this is clearly another strong flag planted on Microsoft's new multiplatform hill. Following last year's This is an Xbox debut, we reacted by saying that Microsoft has gone "full throttle" on multiplatform gaming - and they're certainly not backtracking here, roughly a year down the line.
Overall though, we do think this is a more refined version of the ad, and it does get across that 'Xbox wherever you go' message a little better than last year, we reckon. The campaign is sure to remain controversial though, as Xbox fans continue to see Microsoft redefine its definition of 'Xbox'.