NIKE SCORES SUPER CLIO FOR CREATIVE EXCELLENCE IN SUPER BOWL LIX ADVERTISING
Sheena Bermingham
Jury of Top Ad Executives and Brand Leaders Award Nike with Specialty Clio for Most Creative Commercial Airing During the Big Game
NEW YORK—(February 10, 2025)— Last night in New Orleans, the Kansas City Chiefs faced off against the Philadelphia Eagles in a repeat match up of 2023’s top teams, but this time, the Eagles came out on top. As the birds dominated the game from start to finish, it was the commercials that kept the audience entertained, and Nike scored points with the ad industry to win the 2025 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 familiar tropes like humor, talking animals, and famous faces to win over consumers, but Nike’s“So Win,” by Wieden+Kennedy Portland, stood out for its pitch perfect pacing, script and message of strength. The brand returned to the Super Bowl stage after 27 years and made a bold statement that won over the Super Clio jury.
As the yellow Gatorade was poured in Caesars Superdome, 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 Verizon, PepsiCo Foods US, PRETTYBIRD, Highdive Advertising, Mischief, BBDO, VML and more voted and decided that the most creative spot of Super Bowl LIX was from Wieden+Kennedy Portland 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.
The 2025 Super Clio winner will be determined by:
Samira Ansari, Chief Creative Officer, Ogilvy New York
Dustin Tomes, Chief Creative Officer, TBWA\Chiat\Day New York
Shannon Washington, Global Chief Creative Officer, Gotham, Inc.
“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,” said Purcell. “The stakes are high, and advertisers are encouraged to create moments that resonate culturally and spark conversation long after the game ends.”
“The Super Clio celebrates those who push boundaries with bold creative choices. It’s a recognition of the people whose ideas stood out not just in their field, but within the industry at large. To be acknowledged by peers and leaders at the top of their craft is a remarkable achievement, and we’re excited to celebrate these extraordinary creative risks.”
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 Wieden+Kennedy Portland.
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 The Clios
The Clios were founded in 1959 to celebrate creative excellence in advertising around the world. As the industry expands and evolves, The Clios have developed programs across sports, music, health, entertainment, and more that are tailored to recognize the specific challenges and triumphs of those sectors. The flagship Clio Awards program continues to set a high bar across the globe for all marketers, inspiring the makers of today and tomorrow to pursue boundary-pushing ideas and bringing the community together at our world-class jury retreat and annual awards ceremony.
As a champion for the power of creativity to drive commerce and culture, The Clios are a constant source of inspiration via thought leadership programming, a vast global database of ads at AdsOfTheWorld.com, and a hub for original content at MuseByClios.com.
To learn more about how to enter or view our gallery of award winners, visit Clios.com.