CLIO, the esteemed international advertising, design and communications competition, today named BBDO New York the CLIO Creative Bowl winner. “The Brady Bunch” proved a fan favorite as well, with social buzz building prior to the Big Game. An expert jury, led by McCann Worldgroup Global Creative Chairman Rob Reilly, gathered to vote on the strongest creative. A live trophy presentation in New York, BBDO’s home city, will take place today, February 2nd at 3pm. The winning spot can be viewed at creativebowl.clioawards.com.
Chosen for originality, innovation and stand out celebrity cameos the “Snickers” teaser was first released on January 21. As promised in the release of the teaser, the entire 30 second spot was released early, on January 29, as consumers generated 2.5 million social media engagements before kick off on February 1. Featuring Danny Trejo and a surprise cameo by Steve Buscemi, the Brady Bunch themed creative features the “You’re not you when you’re hungry” joke format, and matches Trejo with everyone’s favorite Brady girl, Marcia. The spot proves that Snickers continued to believe in their platform and express previous themes in a new way. With offices across 81 countries, BBDO is the second largest global advertising agency network, with its headquarters in New York.
“The four finalists were great Super Bowl spots that resonated with all of the judges,” said Rob Reilly Global Creative Chairman of McCann Worldgroup. Speaking about Snickers, the Creative Bowl’s winning spot, Reilly stated, “It’s really difficult to create a version of the same campaign every year and to keep it fresh. While you can say you’ve seen a similar version of the Snickers creative before, we should also applaud the fact that they found a way to keep it fresh and inventive.”
CLIO President Nicole Purcell and CLIO Executive Director of Marketing Brooke Levy will present the creatives behind the Snickers spot with a custom Super CLIO statue in-person on February 2. Society Awards designed the statue towering above a standard CLIO at 22 inches, matching the height and look of the big game trophy.
The top creative minds in the country who chose the first-ever Super CLIO winner included, Ted Royer, chief creative officer, Droga5; Gerry Graf, founder and chief creative officer, bfg9000; Glenn Cole, founder and chief creative officer, 72andSunny; Colleen DeCourcy, global executive creative director, Wieden+Kennedy; David Lubars, chief creative officer, BBDO Worldwide and chairman, BBDO North America; Susan Credle, chief creative officer, Leo Burnett USA; Steve Simpson, chief creative officer, Ogilvy & Mather North America; Rob Schwartz, CEO, TBWA/Chiat/Day New York and Tim Nudd, creative editor, Adweek.
“Creative Bowl aims to encourage creative excellence and bring a new perspective to the advertising industry. By honoring the finest Super Bowl Creative, this award celebrates what brands with strong year-round platforms can do on advertising’s biggest night,” said Nicole Purcell, President of CLIO. “We extend a huge congratulations to BBDO and all our Creative Bowl finalists.”
CLIO CREATIVE BOWL SHORTLIST
Snickers (Mars, Inc.) “The Brady Bunch”
BBDO New York
Loctite “Positive Feelings”
Leo Burnett Chicago
Nomore.org “Pizza Delivery”
Grey New York