โAlexaโs Bodyโโdirected by Wayne McClammy of Hungry Man for client Amazon out of agency Lucky Generalsโhas won the Super Clio as this yearโs most creative Super Bowl spot.
In the commercial, a woman imagines that her Amazon Alexa assistant has the voiceโand bodyโof actor Michael B. Jordan who dutifully obeys her commands. He, for instance, takes off his shirt to dim the lights. He also reads an audio book to her in the tub, all to the chagrin of her hapless husband.
During a virtual session on Monday (2/8), The Clio Awards gathered creators of celebrated Super Bowl spots from the past and present to decide, from the industryโs point of view, which ad was most worthy through a points system. Representatives from shops including 72andSunny, BBDO New York, Highdive Advertising and Wieden + Kennedy chose โAlexaโs Bodyโ as the Super Clio winner.
โThe writing, acting and production value all worked together to make it feel big and memorable, yet subtle and intimate all at once,โ said Chad Broude, co-founder/CCO, Highdive Advertising. โQuite a creative accomplishment for Lucky Generals.โ
The jury, led by Rob Reilly the non-voting commissioner and global creative chairman of McCann Worldgroup, was impressed with a wide variety of ads, but two in particular stood out: โAlexaโs Body,โ and Wieden+Kennedy NYโs Bud Light Lemonade Seltzer spot titled โLast Yearโs Lemons.โ The latter was cited for its humorous take on the events of 2020, a lemon of a year, as well for such standout elements as production value and music selection. Ultimately, Lucky Generalsโ work for Amazon scored the top prize for its combination of humor, authenticity, and restraint. The commercial was called out for having been the latest in a string of Super Bowl ads from Amazon that continued to find creative new ways to humanize its product, and the stellar acting performances of the predominantly Black cast made an impact in a year where the Black Lives Matter movement sparked important conversation about representation on screen and off.
The 7th annual Super Clio was decided by:
- Sherina Florence, group creative director, 72andSunny
- Diane Hill, EVP, group executive producer, BBDO New York
- Keith Cartwright, founder/ CCO, Cartwright
- Ruben Mercadal, associate director of film and content production, Droga5
- Margaret Johnson, CCO, Goodby Silverstein & Partners
- Chad Broude, co-founder/CCO, Highdive Advertising
- Danilo Boer, CCO, Ogilvy New York
- Aaron Kovan, chief production officer, VaynerMedia
- Colleen DeCourcy, president, Wieden+Kennedy
The Super Clio trophy, which towers above a standard Clio at 22 inches, matching the height and look of the NFL championship Lombardi trophy, will be inscribed and presented to Lucky Generals this week.