Ever been stuck in a boring board meeting? We can't help imagining that's where someone was when they dreamed up XBox's new Invitation campaign.
The opening scene has a giant robot carrier smashing down the meeting room glass to invite the presenter to come and do something a little more interesting, then it's Liverpool footballer Steven Gerrard's chance to ask a fan along for a new ride.
A student also gets beckoned by a zombie, whose arm falls off. That's less appealing, but XBox is asking us to imagine a new world where games and entertainment come together.
The underlying message is these things are now an ingrained part of our daily lives. And it doesn't hurt to align XBox's One console with some of the cooler machines out there.