This video is showing Microsoft as a Market Leader. It is not comparing themselves to other companies or classes, but positioning themselves in a way that highlights what they have to offer and what they can do for you. It helps to promote internal employee strength, helping them to connect to their company showing their pride for who they work for. It is not simply about technology in this advert, but connecting and personifying the meaning into 'human heart'. It is this personalisation - targeting difference users from: medicine, to families, to the disabled - that helps connect the audience to their product.