Microsoft has placed a huge ad in the Washington Post in support of its acquisition of Activision Blizzard. Curiously, the ad is supported by both Microsoft and the giant Communications Workers of America (CWA), highlighting Microsoft's public maneuvering over the past year in support of workers' rights and the right of employees to form unions.

This is a remarkable coincidence given that Microsoft, along with the CWA, just approved a large union formed at ZeniMax Studios. (opens in new tab) This is part of a pattern of Microsoft being very open to unionizing, as if in direct response to Activision Blizzard's own actions. (opens in new tab)

As The Verge discovered and transcribed, a Microsoft ad titled "A New Year Opens New Doors" highlights the worker-friendly image that Microsoft is so eager to promote: "As we ring in the New Year As we begin the New Year, we remain committed to creating the best possible workplace for those who make their living in the technology sector. This is in line with the groundbreaking labor neutrality principles set forth last year by the Communications Workers of America and Microsoft, and we hope to bring those same agreements and principles to Activision Blizzard, Microsoft's proposed acquisition, during 2023."

Most notably, the last line of the ad states that Microsoft is not asking the Federal Trade Commission to "ignore competition concerns. To the contrary, we believe it is important to explore solutions that promote the needs of workers while protecting competition and consumers." A remarkable 180 points from Microsoft, which not long ago criticized the FTC's legal basis (opens in new tab).

The last sentence is a genuine plea to the Federal Trade Commission, a regulatory agency granted broad authority by the U.S. Congress to approve or disapprove corporate acquisitions and mergers; the FTC announced last month that it would sue Microsoft to block the takeover; and the FTC has also announced that it will file a lawsuit against Microsoft to block the takeover. (Opens in new tab) The FTC's claim was based primarily on the idea that Microsoft could and would withhold games that would compete with Sony, citing Microsoft's treatment of upcoming Bethesda games as an example.

Why a physical ad in the Washington Post, the FTC's headquarters is in Washington, DC? Buying ads to get exposure to Washington DC regulators and government employees is a very common tactic among government contractors; if you've been to DC, you've seen it. I am always amazed at the ads from military-related firms, which are always so well done and so well written.