If a new Xbox One ad gone awry is any indication, the voice-command function on the Microsoft Kinect device is working a little too well for some gamers.
The commercial shows Aaron Paul, best known for playing Jesse Pinkman on Breaking Bad, using the feature by bossing around an Xbox. But according to complaints on social media sites including Twitter, the spot's audio accidentally—and amusingly—turns on the consoles of viewers who happen to watch it while in the same room as their voice-enabled Xbox Ones and Xbox Kinects.
"I find it funny when people complain about the kinect sucking and not working," says one reddit commenter. "By watching this video on my phone Aaron Paul turned on my Xbox. Thanks Aaron Paul."
The phenomenon appears to be a boon for the brand, generating quite a bit of press for an otherwise straightforward celebrity spot, which now has more than 2.6 million YouTube views since being posted June 5.
Paul, to the disappointment of many a fanboy, does not address the Xbox in the 30-second ad as "bitch," Pinkman's hallmark greeting. But the broken-hearted can rest easy knowing all is well in the universe—as he does grace a gaming exec with the title in this longer ad for the brand.
Don't miss the Brandweek Sports Marketing Summit and Upfronts, a live virtual experience Nov. 16-19. Gain insights from leading sports figures on how they navigated a year of upsets and transformation and what's in store for the coming year. Register.