Bizarre New Xbox Ad Says They're Not Allowed to Advertise Destiny

By Jason Schreier on at

You might have seen adverts for Destiny, the upcoming sci-fi shooter that will be out for multiple platforms next week. You might have noticed that all of these commercials talk about the PlayStation version of the game. This is because Activision and Sony are getting all buddy-buddy on the marketing campaign, with the folks behind Destiny offering all sorts of "exclusive" content for PlayStation owners.

Microsoft's response? This cheeky series of advertisements, first posted on the Xbox UK Twitter and Facebook accounts, that claims they're making a Destiny-themed fragrance. They're not. The website, which is linked in UK magazine ads, just takes you to a pre-order page for the game on Xbox.

But what's interesting here is that bizarre dig at Activision. "Thing is, we didn't have permission to run adverts for the game. So we didn't." Strange, right? Assuming this is true—and why would they write something like that if it wasn't?—it's fun to see a company like Microsoft calling Activision out for partnering with Sony on what's surely going to be a huge game all around. I love it when corporations fight one another.

Destiny comes out on Tuesday. The Destiny Fragrance does not.