Gaming has a lot of underrated benefits, potentially serving as a therapeutic tool during times of stress and a bonding activity for many. Some of our best memories can come from playing video games, inspiring nostalgia when reflecting on the characters and legacy franchises that have impacted our lives.

Leaning into the potential every game has to become an object of fond reminiscence for players, Xbox has teamed with 215 McCann and comedian Jimmy O. Yang for its “Nowstalgia” campaign. Hoping to welcome new players to the occasionally insular world of the Xbox Series S, this campaign introduces the uninitiated through humor while reaffirming the features that make Xbox great for long-time fans.

The short 2-minute film is directed by Ryan Staake and stars Jimmy O. Yang as himself. Casually sitting on the couch playing Xbox and chatting with a friend on the phone, he mentions that the brand wants him to do “a thing,” but he’s not sure if he wants to do “a thing.” Out of nowhere, a voice tells him, “You’re already doing a thing, Jimmy.” Our hero is horrified to realize that a plush gaming console is speaking to him.

The comedy duo we didn’t know we needed

Jimmy and the talking plushie bounce rapid-fire jokes off of each other, with Jimmy quickly realizing he’s in a commercial and the plushie charming him into playing along. This spot has inspired Xbox’s limited-edition run of Game With Me Series S plushies that will deliver personalized messages crafted after chosen influencers when squeezed. Each comes with its own collectible graphic box.

In addition to the short film, Xbox partnered with action figure photographer @plasticaction (Jax Navarro) to create custom “Nowstalgia” hero stills for Fall Guys, Rocket League, Forza Horizon 5, Overwatch 2 and Minecraft. Additionally, the brand is releasing a series of short social videos that will call back to Gen Z’s childhood to reinforce the theme of nostalgia for the recent past.

“Nowstalgia” launched on Nov. 29 and will run throughout the holiday season with digital, social and OOH assets. The stills will be featured through Navarro’s social channels and Xbox’s channels, as well as OOH in LA.

XBOX HOLIDAY 2022: CREDITS

Brand: Microsoft Xbox
Client: Microsoft
Director, integrated marketing, Xbox: Josh Munsee
Integrated marketing manager, Xbox: Courtney Luk
Senior global product marketing manager, platform marketing, Xbox: Bree Adams
Director, brand and marketing, Xbox: Craig McNary
Senior director product marketing, Xbox: Cindy Walker

Agency: 215 McCann

Chief creative officer: Scott Duchon
Creative director: Brad Meyers
Acd/art director: Kyle Johnson
Acd/copywriter: Zack Johnson
BTS social creative director (Super Digital): Spencer Kupish
Copywriter: Ian Forsyth
Copywriter: Amy Char
Art director: Maddy Thompson
Director of integrated production: Whitney Ferris
Senior producer: Nina Ulbrich
Director of business affairs: Mary Beth Barney
Business director: Peter Goldstein
Account director: Sunni York
Assistant account executive: Akshaya Sridharan
Executive strategy director: Sam Chotiner
Strategy director: Ryan Riley
Senior strategist: Caitlin O’Malley

Production company: Pomp & Clout

Director: Ryan Staake
Director of photography: Kristian Zuniga
Production designer: Daria Savic
P&C executive producer: Ryen Bartlett
P&C ep, head of production: Kevin Staake
P&C line producer: Doug Smith
P&C production manager: Brian Sabowski

Common Good ep: Stefani Kouverianos, Dwight Phipps
Common Good coordinator: Syd Beaumont
Producer: Jeff So
Production manager: Meika Wagner
Production coordinator: Mason George
Talent coordinator: Wendy Vuu
1st assistant director: Billy Shand
2nd assistant director: Bree Ahmed
Aspiring director: Tziara Reyes Herrera
Aspiring dp: Kimberley Brown
1st ac: Eric Scweiger
2nd ac: David Shin
3rd ac/camera trainee: Alex Acton Jones
VTR/DIT: Michael Flax
Photographer: Tyler Hayward
Gaffer: Ed Kopp
BBE: Tyson Erb
Electric: Andrea Hernandez, Andre Mike
Key grip: Martin Kenji
BBG: Koadie Preston
Grip: Simon Stunt, Mike Dach
Wardrobe: Skye Kelton
Wardrobe: Assist Talia Godin
Manicurist: Natalia Dolzycki
Mua Tattoo: Viktor Peters
Animal wrangler: Tamara Conway, Tracey Hill
Animal handler: Suzana Vecchiarelli, Rob & Deb Mahon
Script supervisor: Laura Herriott
Buyer: Nicole Zimmer
Assist buyer: Hannah Hollatz
Art coordinator: Ysabel Seclen
Props: Allen Pavela
Miniature builders: Katie Redikopp, Vasylya Shudryk, Emily Dickinson
Set dresser: Nathan Rideout
Carpenters: Max Castro, Andy Eliopoulos, Dave Sandink
Food stylist: Kelly Jabbaz
Sustainability: Christopher Buckner
Medic: Isaac Soleiman
Covid-19 super: Sebastian Mellasastre
Covid-19 assist: Aquiles Serdan
Craft front: Manuela Lima, Mo Kapasi
Craft chef: Biju Kumar
Wardrobe trailer driver: Roy Vaughan
Key PA (Cube): Yianni Demiatriadis, Eric Tanguay
PA driver (Runner): Emma Hesson
PA: Hannah Bergstein, Liam Parkins, Rynn Floors
Drivers: Marcel Syncs and Orland V

Post production: Pomp & Clout

Editor (IP Films): Jay McConville
Editor (Game With Me): Zach Stone
Assistant editor: Maddy Leshner
Producer: Misha Kozlov
Creative director: Aaron Vinton
Cel animation: Stephanie Simpson
Comp lead: Jesse Newman
Compositor (GWM): Pete Puskas
Comp production: Helen Newman
Color producers: Heath Raymond, Evan Bauer @ Rare Medium
Colorists: Fergus Mccall and Ayumi Ashley

Plastic Action Stills

Photographer: Jax Navarro
Set designer: Tracy Ealdama

Music:

Overwatch and Fall Guys: Squeak E Clean
Game With Me: Asche & Spencer, Artlist, Pond5, Premium Beat

Sound design and mix: Barking Owl 

Sound design and mix: Elizabeth McClanahan
Audio assistant: Mikayla Petersen
Executive producer: Ashley Benton
Creative director: Kelly Bayett