We All Win
Microsoft2019
We All Win is a 2019 60-second television commercial for Microsoft, created by McCann, New York.
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The line
When everybody plays, we all win.
Why it works
Children with limited mobility talk about what gaming gives them and show how they play with the Xbox Adaptive Controller, which Microsoft designed to make play easier for people with physical disabilities. Made by McCann New York, the spot aired during Super Bowl LIII on February 3, 2019, closing on the line "When everybody plays, we all win." It is studied as inclusive design marketed to everyone: a niche accessibility product put on the year's biggest stage, with the children who use the controller carrying the emotion, and a campaign that extended into unboxing videos the kids made themselves. Viewers ranked it third in USA Today's Ad Meter and Unruly rated it the game's most effective ad. The "Changing the Game" campaign built around it won the Grand Prix in Brand Experience & Activation and a Titanium Lion at Cannes in 2019, then three Gold Effies in 2020, with the Effie case crediting it with raising brand love.
Techniques
- Purpose and cause It puts a controller built for gamers with physical disabilities on the year's biggest stage, making inclusion the message.
- Pathos Children with limited mobility describe what gaming gives them, letting their own words and play carry the emotion.
Sources · 4
- The top 5 Super Bowl LIII ads, according to Ad Meter
- McCann New York Takes the Grand Prix for Its Adaptive Xbox Controllers in Brand Experience and Activation
- Cannes Lions awards Microsoft with Creative Marketer of the Year
- Winner Feature: Microsoft & McCann New York “Changing the Game,” Presented by Twitter
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