With Super Bowl XLVIII just hours away, Microsoft is airing
its first national Super Bowl advert on Sunday. The company while searching for
a new CEO, has also found the time to create a series of "empowering"
videos that mark a fresh marketing approach for the company. It’s easy to think
of Microsoft as a corporate giant that has was late to the mobile and tablets
party, but the reality is that millions of people still rely on its vast array
of software products for their daily work. That’s the message that Microsoft is
trying to hammer home during the Super Bowl this year.
Microsoft’s Super Bowl ads this year will run for 60 seconds
during Sunday’s game, showing people using the company's software for the “greater
good”. The software maker isn't revealing its exact Super Bowl ad until
tomorrow, but it’s clear from the new "empowering" series of videos
that it will include appearances from various people that have used Microsoft’s
software across medicine, education, and everyday life.
It’s an unusually emotional ad for Microsoft, as the company
has traditionally opted to market its products front and center. It's also a
welcome move away from controversial campaigns such as Scroogled.
The ads, include the story of former professional football
player Steve Gleason who was diagnosed with neuro-muscular disease ALS in 2011,
and the ad shows how he uses a Surface along with Tobii’s eye tracking hardware
to interact with friends and family.
A Swedish surgeon, who uses Kinect to perform surgeries in a
better manner.
Classrooms across the world connecting to each other via
Skype.
Hal Pasko, a 97 year old man who continued his love for art
using Microsoft Paint.
Braylon O'Neill was born missing the tibia and fibula bones
in both of his legs. Now, he's making strides, pushing limits, and playing
sports because of Microsoft technology.
Sarah Churman also stars in one of Microsoft’s
"empowering" ads. Churman was born deaf, but in 2011 a hearing
implant allowed her to hear her children properly following years of having to
use traditional hearing aids.
Combined together, Microsoft’s set of "empowering" ads are incredibly moving, that tugs at the heartstrings. Good work Microsoft!
