Microsoft recently released a new commercial for the Xbox One console featuring Breaking Bad star Aaron Paul kicking back with his video games. On the surface, the commercial was a fairly standard piece of celebrity endorsement advertising, showing Paul as he navigated several of the Xbox One’s most attractive features by using the Kinect voice sensor. The unique thing about the ad, though, is that according to Game Informer, it can actually control fans’ consoles.

In the ad, Aaron Paul states the command “Xbox One on” to power up his console and start playing. Needless to say, in the ad, the Xbox boots up right away, showing users how they can easily wield control over their consoles by using just their voice. More interesting is what Xbox One owners have reported, which is that Paul’s command of “Xbox One on” actually turns on their consoles as well. Indeed, the Kinect voice sensor capabilities are so strong that if an Xbox One console is in the same room where the Paul commercial is playing, it will register the “Xbox One on” command and boot up.

On one hand, this could get a bit annoying, and has likely encouraged several Xbox owners to mute their televisions when the Aaron Paul commercial comes on. After all, no one wants their Xbox turning on randomly during every single commercial break of a TV show or a World Cup match. On the other hand, the advertising is brilliant, not only showcasing the functionality of the Kinect voice sensor for users to see in real life, but also encouraging those users to ditch whatever they are watching on TV and play Xbox.

Well played, Microsoft and Aaron Paul.