Microsoft awesome and emotional Super Bowl ads

Microsoft ads were more product-centric (which were not that good too) rather than being emotional.

In my opinion a recent trend of tech ads is to touch a cord of the consumers ( e.g. Google[https://www.youtube.com/watch?v=gHGDN9-oFJE], Apple[https://www.youtube.com/watch?v=jiyIcz7wUH0]. Well Microsoft is shifting focus to that with this nice commercial.

5 years ago, tech giants hardly ever made these types of commercials. They must be working really well.