Press START for empathy. Here's the game that gave everyone a seat at the console!
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| Allow me to highlight a heartwarming guerrilla marketing tactic that was shown as a Super Bowl ad in 2019. Keep reading below to know how this campaign proved that empathy is a powerful form of marketing. Press START for empathy. Here's the game that gave everyone a seat at the console! Some of the most unforgettable campaigns in history don’t sell; they move. They don’t shout product features or flash limited-time offers. Instead, they whisper something universal, something human. They make you feel something real , something you can’t scroll past. In 2019, one brand did just that. It didn’t just market a product—it changed an entire conversation. … and in doing so, it reminded the world that innovation isn’t truly groundbreaking until it includes everyone. Breaking Barriers, Not Just Records For years, an entire community of gamers was left on the sidelines. The video game industry—despite being worth billions—had long ignored players with limited mobility. Many of these individuals had to hack together makeshift tools, jury-rig controllers, or spend thousands on custom setups just to participate. For most, playing wasn’t fun; it was impossible. Microsoft, a brand long known for its mission to “empower every person on the planet to achieve more,” decided that empowerment should truly mean everyone . The result of that? The Xbox Adaptive Controller, a groundbreaking piece of technology designed specifically for gamers with limited mobility. However, Microsoft didn’t just want to release another product. It wanted to start a movement, one that proved accessibility could be beautiful, powerful, and worth celebrating. So, the campaign “Changing the Game” was born…
The brilliance of this campaign lay not in flashy graphics or big-name endorsements but in authenticity. The creative minds behind the project, led by McCann New York and Microsoft’s in-house team, chose to tell the real stories of gamers whose lives would be transformed by this innovation. For four months, the team traveled across the U.S., visiting children and young adults with limited mobility in their homes. They filmed heartfelt, documentary-style moments as these gamers opened their Adaptive Controllers for the first time, watching their faces light up as they played without barriers. These weren’t actors. These were real people with real challenges, finally being seen and celebrated.
The campaign culminated in a 60-second commercial that aired during Super Bowl LIII, one of the most competitive advertising stages in the world. However, instead of centering on the product, it focused on the players—their determination, joy, and connection. The message was simple yet powerful: “When everybody plays, we all win.” There’s more! “Changing the Game” wasn’t just a Super Bowl ad; it was also a full-scale, multi-platform movement. The campaign rolled out across social media, digital video, and community forums, with influencers, gamers, and celebrities amplifying its message. Microsoft even extended inclusivity beyond the video—redesigning packaging, instruction manuals, and eSports environments to make them accessible to all. The video launched just days before the Super Bowl to spark momentum, but once the spot aired, the Internet erupted. Gamers shared their stories. Parents posted heartfelt reactions. News outlets ran features. … and a brand that once seemed corporate and distant suddenly felt deeply human. We’re not crying, really! *sniffs* RESULTS: A Level Playing Field—and A Cultural Shift Clearly, the campaign didn’t just make waves; it made history. Take a look at these metrics:
Most importantly, the Xbox Adaptive Controller opened the door for 33 million gamers with disabilities to finally join the game. Coverage also exploded across major outlets—from Good Morning America to The Today Show —and social feeds overflowed with emotion. Even critics couldn’t deny it: This wasn’t just a marketing success; it was a cultural milestone. The REAL Win Guerrilla marketing is often associated with surprise stunts, shock value, or viral tricks… but “Changing the Game” took a radically different approach. Its ambush wasn’t physical but emotional. It caught people off guard not with spectacle, but with sincerity. What else? By shining a light on real people and using empathy as its creative engine, Microsoft turned a product demo into a global statement about inclusion and innovation. In the end, “Changing the Game” proved that the most powerful marketing isn’t about selling to consumers but about connecting with humanity. Because when brands dare to lead with empathy… WE. ALL. WIN. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to know how this famous pet food brand helped fur parents find their furbabies with the help of artificial intelligence (AI)? See it in next week’s article! |
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
