Microsoft just released CoPilot’s commercial for Super Bowl LVIII, with the ad focusing on how the AI assistant “can help you” do much more than what’s expected.
The spot showcased diverse individuals using Copilot to break creative barriers, from creating animation in real time to generating code within seconds.
The one-minute trailer opens with visuals of people who seem to be feeling down, with overlapping texts expressing what others told them they couldn’t do: they won’t open a business, graduate, release a movie, or build anything.
But CoPilot says, “Yes, I can help” with anything – even realizing your dreams.
And with CoPilot’s help, these people can say, “Watch me.” Watch me beat the odds, defy your low expectations, and make something of myself.
Veering away from the popular humor-infused themes of Super Bowl ads, Copilot’s commercial is both emotional and inspirational, dispelling negative thoughts about age and social class, essentially saying, “Don’t listen to them. You can do it. CoPilot can help.”
This message resonates more effectively with its audience as the song “Watch Me” by The Phantoms plays throughout the ad, with the chorus jiving with the highlight of the ad.
“This year, we’re proud to celebrate the transformative power of AI and Microsoft Copilot, showcasing peoples’ ‘watch me’ moments with Copilot enabling people to do things previously unattainable,” Yusuf Mehdi, EVP and consumer chief marketing officer, wrote in a blog post.
The ad cleverly positions Copilot as a tool that aims to augment human abilities, not replace them. It also dispels people’s growing fear that they will lose their jobs because of AI.
“AI is the defining technology of our time. Microsoft’s advancements in AI align with our company mission to empower every person and organization on the planet to achieve more,” Mehdi explained.
The release of CoPilot’s Super Bowl trailer coincides with “a significant new update” to the web-based platform and iOS and Android apps that includes “further image creation capabilities.”
“We have introduced a cleaner, sleeker look and feel for answers and a fun new carousel of suggested prompts to showcase the power of Copilot,” Mehdi stated.
It remains to be seen if Microsoft's new strategy will boost Copilot's presence in the market, but the Super Bowl ad and updated features certainly mark the tech giant’s shift towards AI-powered tools.