Aaron Paul, “Xbox On.”

Aaron Paul (@aaronpaul_8), Breaking Bad‘s Jesse Pinkman, tweeted

“@Xbox: The best exclusive games, the most advanced multiplayer. It starts with “Xbox, on.” #XboxOne http://xbx.ms/81p7De ” Love you guys!”

with a link to his star role in the console’s newest commercial. It’s a pretty benign commercial, really, extolling the virtues of the XBox One’s voice command features while he casually commands it to turn on, play Titanfall, and record an epic kill-shot in his deep, dulcet tones. There’s just one little problem…

Aaron Paul is turning on everyone’s Xbox One. The simple phrase, “Xbox on,” uttered by Paul is turning on any Xbox One close enough to register it, leaving many gamers reaching for the controller when they thought there were settling in for a nice evening of TV.

Following the new hashtag #xboxon will bring you to a world of console owners who are either laughing hysterically about it or downright raging:

Jesper Knudsen: “I want an Xbox One just so @aaronpaul_8 can do his magic #XboxOne“
Flynny: “Ha. The @aaronpaul_8 @Xbox ad just came on. He says “Xbox On” and my #Xbox turned on. Clever little box. @xboxuk #XboxOn“
MATT WWFC ROCK /\_/\: “Don’t like the new @Xbox advert! The guy says #xboxon and it turns my xbox on! Quite frustrating -_-“

Apparently there’s been no official word from Microsoft on the issue, but the social media outlets are very busy, indeed.

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Jenna Fraser

A New England born, Boston native, Jenna says "wicked" with reckless abandon. She loves video games almost as much as she loves words and to say that she has an obsession with Queen would be the biggest understatement of all time.