Xbox Confirms New Boss Scrapped ‘This is an Xbox’ Ad Campaign for Brand Reset

Microsoft has officially confirmed the cancellation of its contentious ‘This is an Xbox’ advertising campaign. This move comes after internet users speculated on its disappearance, with the company now stating that the decision was made by the new head of gaming, Asha Sharma. The scrapping of the campaign is part of a broader ‘reset’ for the Xbox brand, reflecting a desire to better align with its core identity, as the previous campaign reportedly ‘didn’t feel like Xbox.’