Analysis of Microsoft Super Bowl Commercial 2019 We All Win (Essay Example)

Nido Qubein once said “Your present circumstances don’t determine where you can go; they merely determine where you start.” This quote really sums up the message my commercial was trying to get across. For my Super Bowl commercial, I decided on an emotional Microsoft ad called “We All Win”, created in 2019. In “We All Win”, Microsoft implies that everyone should have the chance to enjoy video games, even if there are difficulties that limit how they play. In the ad, they interview several kids with these difficulties to demonstrate the positives of their new controller. 

The commercial starts with several children introducing themselves by saying their names. Just based off the first couple scenes of the advertisement, the audience can easily tell who the main character is, Owen. We learn from Owen’s parents that he was born with a rare genetic disorder called exobar syndrome that has caused him to have 33 surgeries. They then express what videogames have meant to their son and how it has connected him to his friends in times when he could not physically. The parents being in the commercial is huge for the persuasive technique that Microsoft uses. Them expressing their thoughts on the product gives the audience a different perspective to believe, other than Owen’s. After the parents speak, the controller is finally revealed and the kids are shown using it to play some of their favorite games. Owen’s dad then mentions how they were afraid to see how their son would be judged based on his disorder, but the controller made it to where Owen was playing on the same level as normal kids. Finally, Microsoft ends with a message to the audience saying, “When everybody plays, we all win.”  

This message at the end of the commercial gives it an emotional but important meaning. First, the feeling of taking care of people with disorders or disabilities is indescribable. Only they can relate to what they are going through and when they see you care about them it means a lot. Microsoft did not have to make a specialized controller for people with disabilities, but it showed the world what kind of company they are running. Also, the message was that anybody can play video games, and everyone can play in their own separate ways. Before the controller was made, this was not the case at all. It was more difficult for a person with a disability to play video games at the same level as a person without.  

Throughout the advertisement, there are several techniques used to reach the right target audience. For example, when the first thing you see is children with disabilities, this tells you that they are aiming their product at these types of people. This explains why they showed the kids playing with the controller because then it persuades people to want to play video games on the same level as normal people. Also, they show some of Owen’s friends because they want the audience to see how it helped him connect with his friends and build friendships. Another example was when they showed children of different races. If they had shown kids of a certain race, then the audience could think the product could only be used by certain races. Overall, they made clear what their target audience was and used great techniques to persuade them to buy the controller. 

I have explained why Microsoft is such a successful company and why the message and target audience is so important when making ads like these. They have definitely shown why this controller can help the world by giving kids with difficulties a new in video games. After watching the commercial over again, I think it’s crazy to see how much goes into these 60 second commercials. These companies spend so much money on these commercials not even knowing if they are going to end up helping their company. Nonetheless, if I were a Microsoft commercial designer, I would be confident that this commercial would get the job done.