WE ALL WIN

Microsoft Super Bowl Commercial 2019

Presented by: Choaty, Cudal and Daradar

What narrative is presented in the ad?

The ad opened with person with disabilities (PWDs) introducing themselves and
telling how much they love to play video games.
They explained how they experience difficulty with the controllers, then introduced
the Xbox Adaptive Controller and how it is able to make their lives easier.
In your encounter with the ad, what images do you think were easy to recall/remember? What qualities do these images possess that
enable the viewers to pay attention to them?

>>ATYPICALITY<<
Taglines used

“I never thought that is was

unfair, I just thought that, “Hey, “ He’s not different when
this is the way that it is and it’s he plays ”
not gonna change””
Taglines used

“ I can hit the buttons just as

fast as they can”
Target Audience
- Those who have disabilities or
physical deformities
- They are the ones who directly
benefit from the product
- Very specific market for this
product
- Developers or those who would
also want to advocate what
microsoft advocates through the
advertisement
- Encourages audience to take a
stand or take action for the
cause
Identify the value system if this target audience (ex. hard work, excellence, self-expressiveness,
elegance of taste, etc.). To what degree was the advertisement successful in creating rapport with its
target audience? To what extent did it fail?

Value System: Inclusion

- They were able to translate their message well because they were able to find
a solution to include those Xbox players with only one hand.
Are there harmful assumptions underlying the premises of the advertisement? If there are, explain how
detrimental these assumptions are.

One harmful assumption is that the PWDs would need to pay extra for a controller
that is specially catered to their needs. If they really wanted to advocate for being
inclusive they should have instead made all the regular controllers convenient for
all kinds of gamers.