In Microsoft’s emotional 2019 Super Bowl commercial, kids with physical disabilities (and their parents) take the lead while plugging the company’s inclusive tech.

Created by McCann, this spot tells the stories of five young children who are able to enjoy video games thanks to Xbox’s adaptive controller, designed to minimize the difficulty of playing for those who struggle with a standard controller. 

“No matter how your body is or how fast you are, you can play,” nine-year-old Owen says, while gaming with his friends.

Airing as a 60-second spot late in the game, the ad was teased with an extended 90-second version that was released in the week leading up to Super Bowl LIII. The commercial is similar to Microsoft’s previous Big Game ads which, have also focused on people with physical disabilities. 

In its first Super Bowl ad in 2014, the tech company featured former NFL player Steve Gleason, who has ALS, using its Surface Pro eye-tracking software to speak; the next year, its ad focused on a young double amputee whose prosthetic legs were designed with Microsoft technology.

“We All Win” was widely praised by Super Bowl viewers and marketing pros alike. The fourth-quarter spot came in at No. 3 in USA Today’s Ad Meter ranking and it won the Brand Experience & Activation Grand Prix at Cannes Lions.

BRAND: Microsoft

YEAR: 2019

AGENCY: McCann WorldGroup 

SUPER BOWL: LIII

QUARTER AIRED: Q4