Xbox One owners are having their consoles turned on by a new advert starring Breaking Bad’s Aaron Paul.

Speaking of Microsoft; did you know that the company showed off Crackdown Xbox One gameplay earlier this year but kept that fact hidden from us? It’s true. Hit up the link to see a player destroying a skyscraper with their rocket launcher.

The advert above feature’s Paul in his home, shouting “Xbox on” to – unsurprisingly – turn his Xbox One one using Kinect’s voice commands. It boots up, Titanfall is conveniently featured on the UI, and the advert rolls along.

Except gamers have started claiming that Paul’s opening line is actually turning their Xbox One consoles on.

HAHAHA omg. @aaronpaul_8 just turned my Xbox One via the Xbox advert. (Which triggered the IR blaster to switch my TV off..) Amazing. — Qassim (@DrW_Qass) June 12, 2014

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@Xbox your new TV advert is annoying the hell outta me. Aaron Paul keeps turning my console on… #stooooop — Tom Neal (@TomNeal) June 12, 2014

Aaron Paul is saying "xbox on" in the xbox commercial and he's turning on my xbox on while I'm not home. Thanks Aaron Paul. @aaronpaul_8 — Nick Davis (@Nick_Davis22) June 13, 2014

And so on. When the BBC asked Microsoft to comment on the advert’s effect, they weren’t available for comment.

It’s like when this guy changed his Gamertag to ‘Xbox Sign Out’ and trolled gamers to the point that they screamed his username, begging him to stop.

Incredibly, this caused them to sign themselves out. Troll immortality achieved.