XBox One Will Make You Bleed, According to Latest Ad

You might be hallucinating.

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Microsoft created a Black Swan moment in its new, somewhat scary Xbox One ad, which follows a man who is so immersed in his gaming experience that he can no longer tell if the injuries he receives in the game are real or fake. “If it were any more real, it would be real,” the spot’s tagline reads.

XBox launched its immersive campaign in October, although the stakes seem higher when you are getting stabbed in the Roman arena than when you’re called onto the soccer field to play FIFA.

Forbes notes that the “terrifying” ad is following suit with other video game companies’ scarevertising tactics. The most frightening might be this PS3 spot starring a evil baby doll.