Super Bowl LIII Commercials: Microsoft Owen and Adaptive Technology
Do you remember a few months ago when Microsoft launched a commercial featuring a young gamer’s (Owen) friends running from all of their houses to cheer on their friend playing a video game? It was designed to be sweet and endearing, but we really think they missed the mark. I was speaking to a PR company that we work with frequently about this commercial and he said the same thing. It was almost like that they were exploiting this kid with special needs. The basic concept was fine, but it was just missing something. It needed a back story.
However, at this year’s Super Bowl, another commercial featuring the same kids, was launched. And Microsoft succeeded. The main difference: they added the much-needed narrative. In the new commercial, they talk to the parents, we find out what it is like to be Owen and how gaming makes him feel the same as his peers. I felt so much more connected. Take a couple of minutes to watch both commercials. What is your thought?
I think the reason that this commercial stood out to me is that our work is mostly narrative-based. We find giving the backstory of a brand is very effective to be able to help your customer connect. We could easily go into a company and do a quick little video, but would it resonate with potential clients? If it doesn’t, then you have wasted your time and money. Comparing these two commercials really illustrates this point.