A commercial airing during the Super Bowl will feature a group of children with disabilities and hype a product geared toward them.

Microsoft said it will run an advertisement during the fourth quarter of Sunday’s big game on CBS promoting its Xbox Adaptive Controller.

A version of the spot that’s already available online shows children with various disabilities and their parents talking about how the adaptive device has helped level the playing field. During the Super Bowl, a condensed, 60-second version will air.

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The customizable controller, which debuted last year, is designed to enable gamers with disabilities to play with whatever abilities they have through their hands, feet, mouth, head or otherwise.

In the ad, the kids describe how the $99.99 adaptive controller has allowed them to play faster and experience games more similarly to their friends without disabilities.

“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, corporate vice president of brand, advertising and research at Microsoft. “In this instance, the Xbox Adaptive Controller helps the children enhance their gaming experience and compete in new ways. What better message for a premier sporting event?”

The commercial dubbed “We All Win” is not the first to push the adaptive controller. Microsoft also opted to highlight the device in its holiday advertising campaign leading up to Christmas.

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