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One of Microsoft’s favorite gamers will be back in action during the big game on Sunday. And he brought friends.

The Redmond, Wash.-based tech giant unveiled its 60-second Super Bowl ad on Thursday, titled “We All Win,” and it again shines the spotlight on a 9-year-old boy named Owen and the company’s Xbox Adaptive Controller.

The ad continues Microsoft’s commitment to showcasing empowerment and inclusion, specifically as it relates to getting gamers of all physical abilities playing. Owen was born with a rare genetic disorder called Escobar Syndrome, and he was previously featured in an ad before the holidays called “Reindeer Games.” This time the ad features a number of kids who all express the joy they get from being able to interact with friends.

“Our intent with our ads is to illustrate a product and a human truth and deliver on our mission of empowering every person and organization on the planet to achieve more,” said Kathleen Hall, Microsoft CVP of Brand, Advertising and Research. “In this instance, the Xbox Adaptive Controller helps the children enhance their gaming experience and compete in new ways. What better message for a premiere sporting event?”

The controller was launched in May 2018, and born out of Microsoft’s continued push for accessibility, with input from that community, including help on design, functionality and packaging. Users can create a custom controller experience that is uniquely theirs by connecting external devices such as switches, buttons, mounts, and joysticks.

Time magazine named the controller one of the 50 Best Inventions of 2018.

Microsoft’s AI for Accessibility Initiative is a five-year, $25 million project aimed at developing artificial intelligence-powered technologies to help people with disabilities deal with challenges in areas like employment, human connection and modern life. It’s part of a broader focus on accessibility technology at the company under CEO Satya Nadella.

“We All Win” will air during the fourth quarter of Sunday’s game on CBS and across assorted digital social platforms.

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