Microsoft's Super Bowl ad tells story of first woman to coach in the Big Game

Ad by MCann is the latest Super Bowl spot to put women front and center

Published On
Jan 28, 2020

Editor's Pick

Microsoft is the latest Super Bowl marketer putting women front-and-center and trying to be more inclusive in its commercial.  

The company will use its 60-second ad to tell the story of Katie Sowers, a coach for the San Francisco 49ers, who will become the first women ever to coach in the Super Bowl.

“I want anyone who sees my story, not just women, to know that anything is possible if you truly believe it and work for it,” Sowers said in a statement. “Your gender, your sexual orientation, your skin color—those are all just a part of what makes you who you are—those things should never limit how far you can go in this world.”     

Microsoft joins Olay and Amazon, among others, who are featuring women, minorities and LGBTQ in their Super Bowl ads

The spot, created by McCann New York and directed by Peter Berg, is an extension of Microsoft’s “Bring it to the Surface” campaign. Sowers was featured in its most recent Microsoft Surface campaign. 

Credits

Date
Jan 28, 2020
Client :
Microsoft
Agency :
McCann-New York
Corporate Vice President of Brand Advertising and Research :
Kathleen Hall
GM Global Advertising :
Deana Singleton
Director Social and Media Partnerships :
Jenny Leahy
Senior Marketing Manager :
Danna Brokaw
Senior Marketing Manager :
Ashley Castellanos
Senior Marketing Manager :
Veronica Mao
Global Brand and Digital Marketing Manager :
Kecia Classen
Senior Marketing Communications Manager :
Natalie Thompson
Co-Chief Creative Officer :
Sean Bryan
Co-Chief Creative Officer :
Tom Murphy
EVP Global Executive Creative Director :
Shayne Millington
Creative Director :
Dabo Che
VP Creative Director :
Gabrielle Shirdan
VP Creative Director :
Geoff Bentz
VP Creative Director :
Nic Howell
Associate Creative Director :
Nick Ciomperlik
Associate Creative Director :
Ricardo Muñoz
Associate Creative Director :
David Perea
Associate Creative Director :
Nickie Thongton
EVP Executive Creative Director :
Chris Mitton
Executive Creative Director :
Michael Aimette
Managing Director :
Kevin Nelson
EVP Executive Account Director :
Tina Galley
SVP Executive Account Director :
Rosemary Calderone
Account Director :
Ellie Choi
Account Supervisor :
Alex Cho
Chief Communications Officer :
Jeremy Miller
SVP Director of Project Management :
Stella Warkman
Senior Project Manager :
Lauren Kosche
EVP Global Director Strategy and Research :
Ash Farr
Strategy Director :
Jordan Berger
SVP Head of Integrated Production :
Carolyn Johnson
Senior Producer :
Rebecca Magner
Senior Producer :
Nina Roussarie
Producer :
Morgan Edstrom
Art Producer :
Caroline Sollmann
SVP Executive Music Producer :
Eric David Johnson
Business Manager :
David Halberstadt
Production Company :
Film 47
Director :
Peter Berg
Executive Producer :
Helga Gruber
Line Producer :
Taylor Steadman
President :
Vic Palumbo
Editorial :
No6
Editorial :
Rock Paper Scissors
Editor :
James Duffy
Editor :
Frank Snider
Editor :
Damion Clayton
Audio :
Sonic Union
EP :
Justine Cortale
Producer :
Patrick Sullivan
Audio Engineer :
Rob Ballingall
Post/VFX :
Method Studios NY
EP :
Graham Dunglinson
Producer :
Hayley Wallach
Producer :
Alyssa Giuliano
VFX Supervisor/ECD :
Randie Swanberg
VFX Team :
Margolit Steiner
VFX Team :
Chihcheng Peng
VFX Team :
Kevin Quinlan
VFX Team :
Brandon Danowski
VFX Team :
Yoshiko Hirata
VFX Team :
Mark Woit
VFX Team :
Matt Welch
VFX Team :
Cecilie
VFX Team :
Aaron Neitz
VFX Team :
Pilan Lectez
AE Animator :
Steven Lee
Color :
Company 3
Color :
rgba(255, 255, 255, 0.00)
Senior Colorist :
Stefan Sonnenfeld
Senior Producer :
Gabriel Wakeman
Executive Producer :
Ashley McKim
Music :
JSM Music
CEO/CCO/Co-composer :
Joel Simon
VP/Executive Producer :
Jeff Fiorello
Co-Composer :
Nathan Padgett
Producer :
Norm Felker
Producer :
Andrew Manning
Media Group :
Wasserman Media Group
Senior Manager Brands :
Maggie Lanter
Manager Brands :
Samantha Branman
Communications :
WE Communications
Account Manager :
Chelsea Hawkins

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