Cereve's ‘Michael Cerave’ Scores Super Clio for Creative Excellence in SuperBowl LVIII Advertising
Sheena Bermingham
CERAVE’S ‘MICHAEL CERAVE’ SCORES SUPER CLIO FOR CREATIVE EXCELLENCE IN SUPER BOWL LVIII ADVERTISING
Jury of Top Ad Executives and Brand Leaders Award Ogilvy North America with Specialty Clio for Most Creative Commercial Airing During the Big Game
NEW YORK—(February 12, 2024)— Last night in Las Vegas, the Kansas City Chiefs faced off against the San Francisco 49ers in a repeat match up of 2020’s top teams where the Chiefs won it again. As the players battled it out in overtime, it was the commercials that won over the audience, and Ogilvy North America’s ad for CeraVe beat a tough crowd to win the 2024 Super Clio Award, a special honor given out by the Clio Awards for the most creative commercial to air during the Super Bowl. On advertising’s biggest night, many brands leaned into humor, familiar spokespeople, an increase in female football fans and famous faces to win over consumers, but CeraVe’s“Michael CeraVe,” directed by Tim & Eric, stood out for its pitch perfect celebrity cameo.
As the purple Gatorade was poured in Allegiant Stadium and the camera panned to Taylor Swift for one final shot, the Clio Awards’ jury of industry chiefs—brand leaders and creators of celebrated Super Bowl spots from the past and present—huddled to decide which ad scored the most points with consumers. Representatives from 72andSunny, The Coca-Cola Company, FCB Global, Mischief @ No Fixed Address, Unilever, VML and more voted and decided that the most creative spot of Super Bowl LVIII was from Ogilvy North America and would be awarded the coveted Lombardi-Trophy-sized Clio statue.
The Super Clio was introduced in 2015 in collaboration with WPP’s Global Chief Creative Officer, Rob Reilly. He and Clio Awards CEO Nicole Purcell recognized a need to highlight the revolutionary work that’s introduced during the Super Bowl with an honor selected by the people who make ads and understand the nuances of producing a groundbreaking commercial for the big game. Each year, Reilly serves as the non-voting Super Clio Commissioner and collaborates with the Clio Awards on jury selection and judging.
Samira Ansari, Chief Creative Officer, New York, Ogilvy
Shannon Washington, Global CCO, gotham
Walter Geer, Chief Creative Officer, Innovation North America, VML
“It gets harder and harder to capture consumers' attention each year, but viewership for live sports, especially NFL football, continues to grow,” said Purcell. “An audience as large as the Super Bowl is rare, so brands and advertisers are under a lot of pressure to deliver a spot that has a cultural impact and generates buzz.”
“Everyone is putting forth their best work in the same arena and with the Super Clio we celebrate the people taking bold creative risks. This award signifies that their peers and the leaders at the top of their industry saw their idea as the best of the best. It’s an incredible honor to be recognized this way and we love to share in the excitement of such an accomplishment.”
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 Ogilvy North America.
There’s a reason why brands put it all on the line during the big game. An entertaining or emotional ad can have the same impact as a touchdown on an audience of millions. And a breakthrough spot can put a product, an agency and a creative team on the map. On advertising's biggest night, the Clio Awards make the final call on which commercial truly won the day. By the time the Gatorade is showered on the winning team, our panel of industry titans and pop culture MVPs will determine which spot has earned a piece of Clio history. It's Super Clio Sunday—our biggest award ever (literally, it's the size of the Lombardi Trophy).
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 advertising in the sports, fashion, music, entertainment, and healthcare 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.