In what has to be one of the more surreal marketing campaigns of the last few years, Xbox has brought mid-90s R&B boy band All-4-One back for one last job: to flog Xbox consoles to your mum who was a teenager in the 90s, and the Xbox All Access subscription model in particular.
All-4-One shot to fame with their hit single I Swear in 1994, a soulful R&B take on the original country song. It topped the US Billboard charts for 11 consecutive weeks, and it’s this song that Microsoft has had them dust off, rewriting the lyrics to be all about video gaming subscriptions in a song now called ‘It’s All There’.
While the original music video was bathed in sepia tones as the four singers begged a woman not to get on a bus in slow motion – I assume this was romantic 25 years ago – Xbox’s remix has All-4-One extolling the virtues of Xbox All Access, getting a console and subscription to Xbox Game Pass Ultimate on a monthly contract, as a woman decides that’s it really is time to upgrade from her original model Xbox One. Sure, she has great memories of playing Sea of Thieves at 1080p, but… what if she got a shiny new Xbox Series S and played that at 1080p60 instead, while All-4-One clutter up her surprisingly large living room and she has to pretend really hard like they weren’t there?