Microsoft has been named Super Bowl advertising champion with a campaign for an adaptive controller that allows children with disabilities to play video games.
The technology giant’s advert was the most popular aired during the New England Patriots’s victory in the iconic American football fixture last night, according to a survey by marketing research firm System 1.
Microsoft’s We All Win advert, which featured children with disabilities using the company’s new product, was rated five stars and ranked first out of 80 ads analysed.
This year’s sought-after advertising slots, which can cost millions of dollars, were marked by an abundance of technology. Google and Amazon scored highly in the survey, while 12 of the adverts featured robots.
The popularity of the ads will be a boost for the tech firms, which are facing growing scrutiny amid concerns about data use and user safety.
The NFL picked up second place, despite a wave of controversy over the last year caused by players protesting during the US national anthem.
Car accessories company Weathertech also scored highly for its advert starring the dog Scout, proving cute animals remain a reliable way to win over the public.
But a string of major brands, including McDonald's and Colgate, failed to impress viewers, with 81 per cent of the ads achieving three stars or below.
Brent Snider, president of client development and strategy at System 1, said: “2019 was the year the tech giants won Super Bowl advertising, with three of the traditional tech powerhouses all featuring in the top 10 ads.
“Some traditional Super Bowl ad powerhouses failed to deliver. As usual though, compared to the average night in US advertising - where over half the ads get one star and generate zero growth - the Super Bowl delivered.”