Microsoft’s football-themed Super Bowl 60 appearance depicted NFL recruiters using Copilot in Excel to analyze player stats and narrow down their picks for the best linebacker available among a group of prospects.
The ad, tied to Microsoft’s long-running NFL partnership, was an extension of an existing campaign rather than standalone Super Bowl work. It was a timely push to boost Copilot adoption, which currently reaches only a small fraction of Microsoft 365’s massive user base.
The 30-second spot was created in partnership with the agency Panay Films and directed by filmmaker Walt Becker.
But in a Super Bowl dominated by AI ads, Microsoft’s recycled creatives left industry leaders unmoved. Here’s what they had to say.
Al Merry, chief creative officer and founder, Flower Shop
“Occasionally, an ad really surprises you. This is not one of those occasions. The spot is well made, but it’s not made for primetime. It’s rational and predictable, and the humor feels tacked on. For a Microsoft Super Bowl ad, it aims a little low.”
Eric Kallman, founder and chief creative officer, Erich & Kallman
“This ad did a very good job of showing what the product is and what it can do, which is huge in the technology category, as most tech ads leave viewers confused as to what’s even being sold.
The problem with it is the gargantuan overpromise of the use case being shown. This spot has been on for a couple weeks, and I’ve watched it many times with many football fans. Every time it airs, people in the room laugh about a pro football coach using and trusting AI to that level.”
João Viégas, creative director, Gut NY
“In a year where you know there will be a lot of other AI brands showing up, you need to have a point of view that sets you apart. Copilot leaned so product-focused it didn’t completely articulate the ‘why Copilot.’”
Watch Microsoft’s ad, “Simplify Data with Copilot in Excel,” below.
