THE AD: Microsoft’s ad is not a Super Bowl ad, per se, in that it was not made for the Big Game specifically, but is part of an ongoing campaign from the software giant. It highlights the real-time data and reasoning capabilities of its AI chatbot Copilot—and more specifically, its Excel integration.
In the 30-second spot, viewers see recruiters home in on a list of ideal linebackers, one prompt at a time. The tech filters options, builds charts based on historical stats, and develops predictive models to help the recruiters select their ideal linebacker.
The spot was not created as a standalone spot for the Super Bowl, but is part of an ongoing campaign for the brand. It was directed by Walt Becker, and created in partnership with the production house-slash-creative agency Panay Films.
MY TAKE: Microsoft did an impressive job of showing off its product with ultra-tailored use cases that do double duty as an appreciation for the brand’s long-term partnership with the NFL.
The brand’s approach also, notably, diverged from that of other tech brands hawking AI during Super Bowl 60. While Anthropic poked fun at OpenAI’s plans to integrate ads into ChatGPT in a cheeky campaign, and Google promoted Gemini with a tender, family-focused spot, Microsoft expressed the most clearly product-focused message. Microsoft wants viewers to see real Copilot use cases in closeup. And it achieves that end.
But along the way, it doesn’t do much to differentiate itself as a brand—or communicate the ethos of that brand. When viewers see Anthropic’s Super Bowl ad, they know the lab is “the ethical AI company” (a positioning it’s claimed since it was founded by ex-OpenAI employees in 2021). When viewers see OpenAI’s Super Bowl ad, they sense that the brand embraces bold and creative thinking. Google renders Gemini a human-centric brand for everyday use.
In this ad, what defines Copilot’s brand? Enterprise productivity? If so, that’s fine, but it feels a bit devoid of personality, while also being more sales-conscious than any of the other major AI ads in this year’s game.
Microsoft may be attempting a more performance-driven approach as it looks to score more premium enterprise subscriptions—an area where it certainly has room to grow. According to the tech company’s latest earnings, reported Jan. 28, Microsoft 365 now has 450 million paid seats, but just 15 million, about 3.3% of the total, pay for Copilot.
In the end, the ad feels like it belongs in the Super Bowl, but won’t prove especially memorable in a crowded field.
