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Amid a group of Super Bowl LIII ads that have so far leaned heavily on jokes and empowerment messages, Microsoft is going straight for the heart with its Big Game spot.
The tech giant’s ad expands on a holiday campaign focused on gamers—specifically, its own efforts to help children with disabilities bond over the shared experience of gaming thanks to the Xbox Adaptive Controller.
An extended version of the 60-second ad demonstrates how a group of children, led by the exuberant, nine-year-old Owen, can overcome their physical limitations through technology.
This spot will run during the fourth quarter’s first commercial break on Sunday.
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