If you've been curious to know how Microsoft and Sony are planning to market their respective consoles to the broader masses at launch now that the likes of us are whipped into a suitable frenzy, a partial answer has arrived in the form of the very first Xbox Series X/S TV advert.
Officially titled "Us Dreamers", it stars Daniel Kaluuya - of Get Out and Black Panther fame - on a spirited (and, as Microsoft puts it, "inspirational") journey across a variety of game-inspired dreamscapes; Halo gets the most obvious nod, for instance, while the likes of what seem to be PUBG, Assassin's Creed Valhalla, and Minecraft make slightly more subtle appearances, all adding up to a terrifying cosmic nightmare I can only assume we'll all be perpetually in danger of experiencing first-hand whenever we turn on our Xbox Series X/S.
The advert is part of Microsoft's Power Your Dreams Xbox Series X/S launch campaign, which, it says "speaks to the idea that when we game - whether on console, PC or phone, we dream".