has relied on the National Football League’s mass audiences since it became a sponsor in 2013. This year, the coronavirus pandemic left the company wondering whether there would be an NFL season at all.
Now that the season is under way even as the pandemic continues, Microsoft is coming out with a humorous ad campaign tied to the NFL that it hopes will offer consumers a sense of normalcy.
A new commercial shows New Orleans Saints players using Microsoft Teams and Surface products to remotely give rookies advice on their fashion choices and touchdown dances.
Microsoft Chief Brand Officer Kathleen Hall talked to The Wall Street Journal about working with the NFL in the early days of the pandemic and the challenge of striking the right tone at a highly fraught time. The interview has been condensed and edited.
WSJ: When the pandemic struck, how did the NFL