Last night in Miami, the Kansas City Chiefs may have scored the Lombardi Trophy, but the big winner was announced by The Clio Awards today: the best commercial of Super Bowl LIV was “#SnickersFixTheWorld”. The spot, by BBDO New York/ AMV BBDO for Snickers, has been selected by a panel of leading advertising creatives as the winner of the 6th annual Super Clio.
On one of advertising’s biggest nights, with a price tag of over five million dollars for a 30-second spot, marketers took creativity and craft to a new level, delivering audiences a range of ads that employed everything from emotional appeals to star powered nostalgia. As the final buzzer rang on Super Bowl LIV, the Super Clio jury got to work on deciding one of the game’s top honors and quickly came to a consensus on four top ads, which comprise the 2020 Super Clio shortlist: “#BeforeAlexa” by Droga5 London for Amazon, “Groundhog Day” by Highdive Chicago for Jeep, “Loretta” by Google Creative Lab for Google and “#SnickersFixTheWorld” by BBDO New York / AMV BBDO for Snickers.
As deliberation took shape at the offices of McCann New York this morning, the jurors shared their insider’s perspective on what made each ad deserving of recognition, noting the role that everything from casting to copywriting can play in creating a spot that plays well in a crowded space. BBDO New York / AMV BBDO’s ad ultimately received the most votes and was determined the winner of this year’s Super Clio competition for the strength of the idea and its evolution of Snickers’ beloved “You’re Not You” campaign.
Says Nicole Purcell, president, Clio: “The Super Bowl is the first major advertising event of the year, it’s an opportunity for agencies and brands to take storytelling risks and telegraph the trends we’ll see emerge as the year goes on. It’s a competition for marketers to put on their best performance as much as it is for the players on the field and it’s so fun for us to host this special judging session and award the creative team that delivered such a timely and lighthearted viewing experience to a huge live television audience.”
The all-star, all-female panel of Super Clio jurors featured:
· Alice Blastorah, Creative Director, JOHANNES LEONARDO
· Juliana Cobb, Executive Creative Director, Droga5
· Akiko Iwakawa-Grieve, Editor, Rock Paper Scissors
· Shayne Millington, Global Executive Creative Director, McCann New York
· Julia Neumann, Executive Creative Director, TBWAChiatDay
· Laddie Peterson, Creative Director, Wieden + Kennedy
· Jaime Robinson, Co-Founder & CCO, Joan Creative
· Lora Schulson, Director of Production, 72andSunny
· Amee Shah, Managing Director, Executive Creative Director, J.P. Morgan Chase
· Leslie Sims, Free Agent
· Lisa Topol, Chief Creative Officer, DDB
· Shannon Washington, Free Agent
· Amy Wertheimer, EVP, Group Executive Producer, BBDO New York
Says Robinson: “It was a lively and engaging discussion and we talked at length about idea, execution and the very specific media event that is the Super Bowl. In the end, we loved Snickers for being so in-tune with the world as it is right now, for being a fresh idea that re-frames a longstanding campaign, and for having a really, really good laugh at the overly earnest ads of recent Super Bowls past. It seems sadvertising’s reign might just be coming to an end.”
The Super Clio trophy, which towers above a standard Clio at 22 inches, matching the height and look of the Lombardi trophy, will be inscribed and presented at the offices of BBDO New York this week.