TUBI’S ‘RABBIT HOLES’ SCORES SUPER CLIO FOR MOST CREATIVE COMMERCIAL OF SUPER BOWL LVII
Jury of Top Ad Executives and Brand Leaders Award Mischief @ No Fixed Address with Specialty Clio for Best Ad During the Big Game
Rob Reilly, WPP Global Chief Creative Officer and Super Clio Commissioner, Announces Winner on NBC “TODAY”
NEW YORK—(February 13, 2023)— Last night in Glendale, the Kansas City Chiefs defeated the Philadelphia Eagles in a tight game and Tubi’s “Rabbit Holes” by Mischief @ No Fixed Address beat out a tough crowd to win the 2023 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 nostalgia and famous faces to win over consumers, but “Rabbit Hole” stood out for its slightly subversive and dark humor, engaging storytelling and impeccable craft.
As the confetti fell in State Farm Stadium, 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 won the night. Representatives from Anheuser-Busch, BBDO, Microsoft, Ogilvy, The Coca-Cola Company, The Martin Agency, Wieden+Kennedy and more, decided that the most creative spot of Super Bowl LVII was from Mischief @ No Fixed Address 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 has served as the competition’s non-voting commissioner since its inception and was on hand this year to announce the winner on NBC “TODAY” with hosts Al Roker, Sheinelle Jones, Craig Melvin and Dylan Dreyer. Reilly 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.
To determine a winner for Super Bowl LVII, the Clio Awards drafted:
Amy Ferguson, CCO, TBWA/Chiat/Day New York
Brian Monaco, President, Global Chief Marketing Officer, Sony Music Publishing
“So many creative aspects go into making a great Super Bowl ad that most people wouldn’t know are happening behind the scenes,” said Purcell. “At a time when consumers are really engaged with the bold ideas that brands and advertisers are putting out, we just love to capture that energy and use our platform to celebrate the community with a special award made to match the iconic nature of the game itself.”
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 Mischief @ No Fixed Address this week.
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.
