AWARDS
24 MARCH 16, 2020 |^ ADWEEK®
COURTESYOF^ MIC
ROSOFTChris Capossela
CMO | Microsoft
Capossela has worked at Microsoft
since 1991. And although a company
rep stresses “everything that comes
out of Microsoft is truly a team effort,”
Capossela’s tenure as CMO includes
many notable initiatives—like the
adoption of human stories in brand
messaging to showcase how “Microsoft
products and services are designed to
empower customers to do bigger, bolder
things.” The brand has released a series
of ads under this umbrella, including
its 2019 Super Bowl spot, “We All
Win,” which focused on how children
with disabilities bond through gaming
thanks to Microsoft’s Xbox Adaptive
Controller—and which was No. 3 in USA
Today’s Ad Meter. (Then, in July 2019,
Microsoft opened a retail location in
London, which it describes as its
“most accessible store yet.”)For the 2020 game, Microsoft focused
on San Francisco 49ers offensive
assistant coach Katie Sowers, who was
not only the Super Bowl’s first female
coach, but also the first openly gay coach.
Microsoft fell a few spots to No. 9 in USA
Today’s Ad Meter, but the commercial
was rated the most emotionally
effective of the Super Bowl by predictive
marketing firm System1.
“Everything we do at Microsoft is
driven by our mission to empower every
person and every organization on the
planet to achieve more,” says Capossela.
“Marketing helps us innovate, helps us
think of how we can serve customers and
helps us challenge ourselves to be the
best company we can be.” —L.L.