NEW YORK CITY, USA – On Super Bowl Sunday, it wasn’t just the Philadelphia Eagles who scored the biggest touchdown that night. Just as it was happening, the ad industry is also having their biggest night of the year to keep the audience entertained with their commercials.
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. While many of the 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 was determined by:
Chief Creative Officer, Ogilvy New York: Samira Ansari
SVP, Creative & Brand Design, Verizon: Ricardo Aspiazu
Chief Creative Officer, PepsiCo Foods US: Chris Bellinger
Worldwide Chief Creative Officer, BBDO: Chris Beresford Hill
Global Creative Partner, FCB: Danilo Boer
Co-Founder & Co-Chief Creative Officer, Highdive Advertising: Chad Broude
Co-Founder & CEO, PRETTYBIRD: Kerstin Emhoff
Executive Creative Director, VML: Susan Golkin
ECD & Partner, Mischief: Bianca Guimares
SVP, Consumer Experience & Digital Commerce, Mondelēz International: Jon Halvorson
Global Chief Creative Officer, Edelman: Judy John
Executive Creative Director, Johannes Leonardo: Zoe Kessler
Global Chief Marketing Officer, AB InBev: Marcel Marcondes
Director, O Positive Films: Thaddeus McCant
Global Chief Strategy Officer, VaynerMedia: Wanda Pogue
Group Creative Director, Anomaly New York: Dan Shapiro
Founder & Chief Creative Officer, Kitchen Table: Gabrielle Shirdan
Chief Creative Officer, TBWA\Chiat\Day New York: Dustin Tomes
Global Chief Creative Officer, Gotham, Inc.: Shannon Washington
“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,” Nicole shared. “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.
