The gaming industry really knows how to push a player’s buttons. A kick-ass integrated ad campaign by London ad agency CP + B starts off with a glitchy TVC. A secret message in the ad prompts the curious to embark on a code-cracking quest that leads right to Xbox One goodies.

Here’s the strangeness of the creative rendition: The art for this campaign reminds me of Google’s Ingress –– which was an awesome treat with real-time map integration into the gameplay. Feeling enlightened? Play on.