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Microsoft Celebrates Gaming for Everyone in This Year’s Super Bowl Ad

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Campaign expands on the story of young gamers including Owen from 2018’s ‘Reindeer Games’

Microsoft Celebrates Gaming for Everyone in This Year’s Super Bowl Ad
On Sunday, February 3rd, Microsoft will air a 60-second ad titled “We All Win” during the 2019 Super Bowl on CBS. The ad is the latest installation in the company’s journey of empowerment and inclusion showcasing how the Xbox Adaptive Controller is designed primarily to meet the needs of gamers with limited mobility.

The ad follows the inspirational story of passionate young gamers, including nine-and-a-half-year-old Owen, rising to the top of their game with a little help from their friends, family and the Xbox Adaptive Controller. The story illustrates Microsoft’s commitment to building accessible technology that levels the playing field and creates opportunity for all, ending with the line: “When everybody plays, we all win.”

A 90-second version of the newest spot can be viewed here:


Microsoft first introduced Owen in December 2018 during its holiday spot, “Reindeer Games,” where he rose to the top of his game with the Xbox Adaptive Controller and support of his friends.

Developed in partnership with the accessibility community, the Xbox Adaptive Controller enables gamers to customise their controller set-up in a manner that works best for them.

Kathleen Hall, CVP, brand, advertising & research, Microsoft said: “Our intent with our ads is to illustrate a product and a human truth and deliver on our mission of empowering every person and organization on the planet to achieve more. In this instance, the Xbox Adaptive Controller helps the children enhance their gaming experience and compete in new ways. What better message for a premiere sporting event?”
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Client

Advertiser: Microsoft

Post Production / VFX

Post Production Company: Rock Paper Scissors, NY

Colourist: Sofie Borup

Flame Producer: Barbara Kontarovich

Flame Assistant: Sydney Botie

Flame Artist: Edward Reina

Colour Company: Company3

Sound

Sound Company: Sonic Union

Sound Engineer: Michael Marinelli

Producer: Justine Cortale

Creative Agency

Creative Agency: m

Chief Creative Officer: Sean Bryan

Executive Creative Director: Shayne Millington, David Banta

Producer: Rebecca Magner

Associate Creative Director: Martha West, Will Montgomery

Senior Art Director: Julie Koong

Senior Copywriter: David Cappolino

Creative Technologist: Alicia Foor

Global Business Lead: Kevin Nelson

Executive Account Director: Tina Galley

Group Account Directors: Rosemary Calderone

Account Director: Pat Six

Account Supervisor: Kyle Ross

Head of Integrated Production: Carolyn Johnson

Director of Project Management: Stella Warkman

Project Manager: Jessica Jacobson

Executive Music Producer: Eric David Johnson

Music Business Affairs Manager: Sam Belkin

Music Producer: Dan Gross

Business Manager: David Halberstadt (Strategy)

Global Strategy Director: Joanna Schwab

Social Strategy Director: Jordan Berger

Production Company

Production Company: Hungry Man, Inc.

Director: Bryan Buckley

Executive Producer: Mino Jarjoura, Caleb Dewart, Kevin Byrne, Dan Duffy

Producer: Matt Lefebvre

DOP: Scott Henriksen

2nd Unit Director: Alex Gorosh

Associate Producer: Peter Bunstein

Assistant Director: Pierre Cailliarec

Music

Music Company: JSM Music

Composer: Joel Simon, Jason Krebs

CCO: Joel Simon

Executive Producer: Jeff Fiorello

Offline

Edit Company: Rock Paper Scissors, NY

Editor: Damion Clayton

Edit Assistant: Alexandra Debricon

Producer: Lisa Barnable

Managing Director: Eve Kornblum

Genres: Documentary, People

Categories: Gaming, Sports and Leisure

McCann North America, Thu, 31 Jan 2019 14:49:11 GMT