First GTA 6 TV Commercial Strips Out Steamy Shower Scenes, but Shows More of Lucia’s Fancy Hair Tech
ign.com Oct 22, 2026

First GTA 6 TV Commercial Strips Out Steamy Shower Scenes, but Shows More of Lucia’s Fancy Hair Tech

AI-summarised brief · reviewed before publication

Rockstar Games aired its first Grand Theft Auto VI television spot on NBC Sports, repurposing the 90‑second launch trailer but removing all three shower‑kiss sequences. The edits lengthen other moments, adding a few seconds to a plane fly‑by and to a scene of protagonists Jason and Lucia teasing each other beside a car, highlighting Lucia’s elaborate hair‑tech. Notably, the Xbox logo is omitted, reinforcing the exclusive marketing partnership with Sony that positions the game as a PlayStation‑first experience despite confirmed releases on PS5 and Xbox Series consoles next month. The ad’s sports‑channel placement aims to reach casual viewers, while concurrent street‑level promotions in Miami feature GTA‑branded Burger Shot outlets and stunt‑driven car displays, drawing further hype ahead of the November launch.

💡 Why It Matters

  • · By erasing Xbox branding, the spot steers casual audiences toward PlayStation, sharpening Sony’s competitive edge as GTA VI becomes a de‑facto console showcase.