Hobby home page
Electriclime gif
jw collective
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Katie Sowers Makes History in Empowering Microsoft Super Bowl Spot

Creative 487 Add to collection

Microsoft worked with McCann New York to create the campaign following the first woman coach in the Super Bowl

Katie Sowers Makes History in Empowering Microsoft Super Bowl Spot

Katie Sowers is a woman of firsts. She is not only the first woman to coach for the San Francisco 49ers, she is the first woman to coach in the NFL Playoffs, and ‪on February 2nd, she will become the first woman to coach in the Super Bowl. Ever. Her story is empowering and inspiring for the next generation of girls and women, and for anybody who aspires to lead. But unlike Jackie Robinson, Billie Jean King, and other game-changing leaders in sports, too few people know the Katie Sowers story. That is why Microsoft worked with famed director Peter Berg to show Katie telling her own story, from a backyard in Kansas City all the way to the pinnacle of the NFL, in a way that will inspire us all. And she will tell it on the NFL’s biggest stage - the Super Bowl. 

Microsoft’s mission is to empower every individual and organisation on the planet to achieve more. Their desire and commitment to supporting Change-Makers, and their long term relationship with the NFL led them to uncover the inspiring story of Katie Sowers. Katie’s story demonstrates the power of inclusivity, celebrating her achievement as the first woman to coach in the Super Bowl. 

The Super Bowl spot is an extension of Microsoft’s ‘Bring it to the Surface’ campaign. We featured Katie Sowers in our most recent Microsoft Surface campaign, and with such excitement around her and the success of the 49ers, we wanted to share her story on the NFL’s biggest stage. Microsoft began working with her in late 2019, and launched a :30 advertisement for Surface in early January, showing how she uses her Surface Pro 7 on and off the field to enhance her coaching abilities. It also extends the ‘We All Win’ campaign from 2019, which featured the line ‘When everybody plays, we all win’.  

Microsoft celebrates Katie for chasing her dream and changing the game. Katie is humbly rewriting the way the world sees women in football, in sports, and in leadership roles.  Describing her love of coaching, Katie says: “Coaching is about getting people to move in the same direction”. Microsoft believes Katie’s story will move us all forward and truly demonstrates that when everybody plays, we all win.

Kathleen Hall, CVP, brand, advertising and research, Microsoft: “We are so honoured to have the opportunity to share and be a part of Katie’s story. She is an inspiration to all of us and hopefully to those watching.” 

Katie Sowers: “I am happy to share my story with so many, knowing that by just allowing the world to see how far I have come, so many others can begin their own path on a journey they may have never even known existed.”

“I want anyone who sees my story, not just women, to know that anything is possible if you truly believe it and work for it. Your gender, your sexual orientation, your skin color- those are all just a part of what makes you who you are- those things should never limit how far you can go in this world.”

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Corporate Vice President of Brand, Advertising and Research: Kathleen Hall

GM, Global Advertising: Deana Singleton

Director, Social and Media Partnerships: Jenny Leahy

Senior Marketing Manager: Danna Brokaw

Senior Marketing Manager: Ashley Castellanos

Senior Marketing Manager: Veronica Mao

Global Brand and Digital Marketing Manager: Kecia Classen

Senior Marketing Communications Manager: Natalie Thompson

McCann New York

Co-Chief Creative Officer: Sean Bryan, Tom Murphy

EVP, Global Executive Creative Director: Shayne Millington

Creative Director: Dabo Ché

VP, Creative Director: Gabrielle Shirdan, Geoff Bentz, Nic Howell

Associate Creative Director: Nick Ciomperlik, Ricardo Muñoz, David Perea, Nickie Thongton

EVP, Executive Creative Director: Chris Mitton

Executive Creative Director: Michael Aimette

Business Leadership

Managing Director: Kevin Nelson

EVP, Executive Account Director: Tina Galley

SVP, Executive Account Director: Rosemary Calderone

Account Director: Ellie Choi

Account Supervisor: Alex Cho


Chief Communications Officer: Jeremy Miller

Project Management

SVP, Director of Project Management: Stella Warkman

Senior Project Manager: Lauren Kosche


EVP, Global Director, Strategy and Research: Ash Farr

Strategy Director: Jordan Berger


SVP, Head of Integrated Production: Carolyn Johnson

Senior Producer: Rebecca Magner

Senior Producer: Nina Roussarie

Producer: Morgan Edstrom

Art Producer: Caroline Sollmann

SVP, Executive Music Producer: Eric David Johnson

Business Affairs

Business Manager: David Halberstadt


Production Company: Film 47

Director: Peter Berg

Executive Producer: Helga Gruber

Line Producer: Taylor Steadman

President: Vic Palumbo


Editorial: No6 // Rock Paper Scissors

Editor (No6): James Duffy

Editor (RPS): Frank Snider

Editor (RPS): Damion Clayton


Audio: Sonic Union

EP: Justine Cortale

Producer: Patrick Sullivan

Audio Engineer: Rob Ballingall


Post/VFX: Method Studios NY

EP: Graham Dunglinson

Producer: Hayley Wallach, Alyssa Giuliano

VFX Supervisor/ECD: Randie Swanberg

VFX Team: Margolit Steiner, Chihcheng Peng, Kevin Quinlan, Brandon Danowski, Yoshiko Hirata, Mark Woit, Matt Welch, Cecilie, Aaron Neitz, Pilan Lectez

AE Animator: Steven Lee


Colour: rgba(255, 255, 255, 0.00);">Company 3 LA

Senior Colourist: Stefan Sonnenfeld

Senior Producer: Gabriel Wakeman

Executive Producer: Ashley McKim


Music: JSM

CEO/CCO/Co-composer: Joel Simon

VP/Executive Producer: Jeff Fiorello

Co-Composer: Nathan Padgett

Producer: Norm Felker

Producer: Andrew Manning

Wasserman Media Group

Senior Manager, Brands: Maggie Lanter

Manager, Brands: Samantha Branman

WE Communications

Account Manager: Chelsea Hawkins

Genres: People, Storytelling, Dialogue

Categories: Computers, Consumer Electronics

McCann North America, Tue, 28 Jan 2020 15:43:44 GMT