AMAZON’S ‘ALEXA’S BODY’ SCORES SUPER CLIO FOR FINE FORM IN SUPER BOWL LV ADVERTISING
Jury of Top Industry Creatives Award Lucky Generals with Specialty Clio for Best Ad During the Big Game
NEW YORK—(February 8, 2021)— Last night in Tampa, the Kansas City Chiefs lost to the Tampa Bay Buccaneers in a Super Bowl game where a streaker on the field was perhaps the most exciting moment. However, the competition was a lot stronger during the commercial breaks, where advertisers scored points with viewers by using nostalgia, humor and empathy to tell their stories. Today, The Clio Awards virtually gathered creators of celebrated Super Bowl spots from the past and present to decide, from the industry’s point of view, which ad earned the most points. Representatives from 72andSunny, BBDO New York, Highdive Advertising, Wieden + Kennedy and more decided the Super Clio winner for most creative spot of Super Bowl LV was “Alexa's Body” by Lucky Generals for Amazon.
"The writing, acting and production value all worked together to make it feel big and memorable, yet subtle and intimate all at once,” said Chad Broude, Co-Founder/CCO, Highdive Advertising. “Quite a creative accomplishment for Lucky Generals."
With everything that has taken place since Kansas City earned the Lombardi Trophy in Miami last year, it was no easy task for brands to surprise and delight a nationwide audience seeking a night off from their troubles. The jury, led by Rob Reilly the non-voting commissioner and Global Creative Chairman of McCann Worldgroup, was impressed with a wide variety of ads, but two in particular stood out for the elements that mean most to industry insiders. Wieden + Kennedy New York’s “Last Year's Lemons” for Bud Light Lemonade Seltzer was cited for its’ delicate and humorous take on the events of 2020. Jurors also cited the incredible production value and music selection as stand out elements. Ultimately, Lucky Generals’ work for Amazon scored the top prize for its combination of humor, authenticity, and restraint. The commercial was called out for having been the latest in a string of Super Bowl ads from Amazon that continued to find creative new ways to humanize its product, and the stellar acting performances of the predominantly black cast made an impact in a year where the Black Lives Matter movement sparked important conversation about representation on screen and off.
The 7th annual Super Clio was decided by:
Sherina Florence, Group Creative Director, 72andSunny
Diane Hill, EVP, Group Executive Producer, BBDO New York
Keith Cartwright, Founder/ CCO, Cartwright
Ruben Mercadal, Associate Director of Film and Content Production, Droga5
Margaret Johnson, CCO, Goodby Silverstein & Partners
Chad Broude, Co-Founder/CCO, Highdive Advertising
Danilo Boer, CCO, Ogilvy New York
Aaron Kovan, CPO, VaynerMedia
Colleen DeCourcy, President, Wieden+Kennedy
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 to Lucky Generals this week.
There’s a reason why brands clamor for airtime during the Big Game. An entertaining or emotional spot can have as much impact as a touchdown for the millions of people tuning in. So an event like this deserves something more than a morning after top 10 list. It deserves a panel of leading industry experts debating which ad truly won the night. It deserves a unique spotlight away from social media debates. And it deserves the biggest Clio in history.
About Clio
The Clio Awards is the premier international awards competition for the creative business. Founded in 1959 to celebrate creative excellence in advertising, the Clio Awards today honors the work and talent at the forefront of the advertising in the sports, fashion, music, entertainment, and health care industries. Noting the diverse and ever-changing creative landscape, Clio acquired and revamped global ad database Ads of the World and re-launched its content platform musebycl.io in 2018 to celebrate creativity 365-days-a-year.
