The new slogan, “This is an Xbox”, consists of a humorous series of statements pointing out things that aren’t an Xbox – such as bento boxes and bus stops – as well as devices that can play Xbox games.
These include mobile phones, laptops, Amazon Fire TV sticks and the ROG Ally handheld.
“This is an Xbox invites people to play with Xbox across multiple devices and screens,” Xbox Marketing senior director Craig McNary said on the official Xbox Wire blog.
“It showcases the evolution of Xbox as a platform that extends across devices, with bold, iconic, fun visuals and a light-hearted tone. Launching today, the campaign will come to life in a variety of ways.”
This includes an “immersive takeover” taking place in a number of major cities including San Francisco, Atlanta, Chicago, Sydney, Melbourne, Brisbane, London, New York, and Berlin, where “this is not an Xbox” has been labelled in “unexpected places”.
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Source: https://www.videogameschronicle.com/news/microsoft-reveals-its-new-marketing-campaign-this-is-an-xbox/
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