Advertising Microsoft Xbox

Microsoft Super Bowl spot tells the story of young gamers winning with the Xbox Adaptive Controller


By Kyle O'Brien | Creative Works Editor

January 31, 2019 | 3 min read

During the Super Bowl this Sunday (3 February), Microsoft will air a 60-second ad titled ‘We All Win’, 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.

Owen for Microsoft

Owen uses the Xbox Adaptive Controller from Microsoft in Super Bowl spot

The ad follows the stories of passionate young gamers, including nine-and-a-half-year-old Owen, rising to the top of their respective games 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.”

The extended spot, done by m:united//McCann New York, shows kids with limited mobility talking about how they interacted with a regular Xbox controller, with some definite difficulties. They are then seen taking the Adaptive Controller out of the box and with it, they can more easily play games, interact with friends, and gain confidence.

The parents of some of the kids get emotional when talking how the new controller has helped their kids in both gaming and life. Microsoft first introduced Owen in December 2018 during its holiday spot, ‘Reindeer Games.’

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

“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,” said Kathleen Hall, corporate vice-president, brand, advertising and research, Microsoft. “What better message for a premiere sporting event?”

Microsoft: We All Win by McCann NY

By Microsoft

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