The Clio Awards has bestowed the best commercial of Super Bowl LIV mantle upon “#SnickersFixTheWorld.” Conceived by BBDO New York/AMV BBDO for Snickers, the spot was selected by a panel of leading advertising creatives as the winner of the 6th annual Super Clio.
Snickers won out over three fellow entries on the 2020 Super Clio shortlist: Amazon’s “#BeforeAlexa” from Droga5 London; Jeep’s “Groundhog Day” by Hidrive Chicago; and Google’s “Loretta” out of the Google Creative Lab.
“The Super Bowl is the first major advertising event of the year. It’s an opportunity for agencies and brands to take storytelling risks and telegraph the trends we’ll see emerge as the year goes on,” said Nicole Purcell, Clio president. “It’s a competition for marketers to put on their best performance as much as it is for the players on the field and it’s so fun for us to host this special judging session and award the creative team that delivered such a timely and lighthearted viewing experience to a huge live television audience.”
Directed by Tom Kuntz of production house MJZ, Snickers’ Big Game ad presents an absurdly satisfying solution for fixing a world that’s out of sorts–digging a huge hole in the planet and feeding it a giant Snickers bar. The remedy is an extension of the iconic “You’re Not You When You’re Hungry” campaign which is marking its 10-year anniversary.
The all-star, all-female panel of Super Clio jurors included: Creative director Alice Blastorah of Johannes Leonardo; ECD Juliana Cobb of Droga5; editor Akiko Iwakawa-Grieve of Rock Paper Scissors; global ECD Shayne Millington of McCann New York; ECD Julia Neumann of TBWA\Chiat\Day; creative director Laddie Peterson of Wieden+Kennedy; CCO and co-founder Jaime Robinson of Joan Creative; director of production Lora Schulson from 72andSunny; managing director/ECD Amee shah of J.P. Morgan Chase; free agents Leslie Sims and Shannon Washington; CCO Lisa Topol of DDB; and EVP, group executive producer Amy Wertheimer of BBDO New York.
“It was a lively and engaging discussion and we talked at length about idea, execution and the very specific media event that is the Super Bowl,” said Robinson. “In the end, we loved Snickers for being so in-tune with the world as it is right now, for being a fresh idea that re-frames a longstanding campaign, and for having a really, really good laugh at the overly earnest ads of recent Super Bowls past. It seems sadvertising’s reign might just be coming to an end.”
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 at the offices of BBDO New York this week.
