Wieden+Kennedy Portland and client Nike are this year’s winners of the 2025 Super Clio Award, an honor bestowed by the organization for the most creative commercial in the Big Game.
The ad, titled, “So Win,” was Nike’s first in-game Super Bowl ad in 27 years and featured some of the biggest names in women’s sports and narrated by Grammy-winning artist Doechii.
The spot paid tribute to female athletes who don’t let naysayers stand in the way of their championship ambitions.
The ad showcased the talents of luminaries from the sports world such as Caitlin Clark, Jordan Chiles, Sophia Wilson and others.
Clio said the ad “stood out for its pitch perfect pacing, script and message of strength.”
Clio creates a Cannes-like jury of creative ad pros to select the winner each year. WPP Global Chief Creative Officer Rob Reillyl, who helped create the award nearly a decade ago serves as the non-voting Super Clio Commissioner and collaborates with the Clio Awards on jury selection and judging.
“As the competition for consumers’ attention intensifies year after year, the Super Bowl remains a rare moment where brands can connect with a massive audience in a meaningful way,” stated Clio Awards CEO said Nicole Purcell. “The stakes are high, and advertisers are encouraged to create moments that resonate culturally and spark conversation long after the game ends.”