Have you ever witnessed a commercial that hit home with you so intensely, or made you resonate so deeply, that you cried? At the Ragan PR and Social Media Summit in Redmond, there were few dry eyes in the house when Steve Clayton, Microsoft’s chief storyteller, told us about the Super Bowl-shaking moment when Microsoft released its Xbox Adaptive Controller commercial.
A long-time fan of Microsoft advertising and their Accessibility/Enable channels, I was thrilled to hear how the world-renowned technology giant came to become one of the most recognizable global brands. I can promise it didn’t disappoint.
Steve Clayton has been with Microsoft for 21 years and was accidentally hired. Thought to be another Steve (don’t worry, he was obviously the right fit for the role), he’s been storytelling for Microsoft ever since. His presentation covered, “Creating a culture of storytelling and innovation.”
Clayton offered us an inside look into Microsoft then, and now: how it recognized that it’s advertising ship was sinking, and how it healed its rupturing reputation by identifying past issues and updating to a new style of branding.