Microsoft has released a new Xbox Game Pass spot that cleverly taps into nostalgia for the Xbox 360 era.
The commercial—wry yet heartfelt—plays out inside a game store. The protagonist finds himself stuck in a returns bin, surrounded by stacks of Xbox 360 boxed games that fail to excite him. He waits expectantly for something remarkable, but hope seems fleeting.
When someone returns a copy of Gears of War, he grabs it with exhilaration, treats it like a cherished find, and the ad lands its central line: “That’s how we played back then.” The scene then cuts to the present—the same man, now grown, playing at home and instantly accessing hundreds of titles via Xbox Game Pass.
The campaign highlights how gaming habits have evolved: no more waiting in lines, hunting for physical copies, or facing bare store shelves. Instead, players now enjoy a constantly refreshed digital library. The tagline “This is how we play now” conveys the idea of effortless, immediate access to entertainment.
Source: iXBT.games