Nike and W+K Portland win 2025 Super Clio for the most creative ad to air during Super Bowl LIX
Nike’s ‘So Win’ commercial, created by Wieden+Kennedy Portland, has won 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.
Monday night saw the Kansas City Chiefs face off against the Philadelphia Eagles in a repeat match up of 2023’s top teams, but this time, the Eagles came out on top.
On one of advertising’s biggest nights, many brands leaned into familiar tropes like humor, talking animals, and famous faces to win over consumers, but Nike’s “So Win” 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 recognised 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 will be determined by:
• Samira Ansari, Chief Creative Officer, Ogilvy New York
• Ricardo Aspiazu, SVP, Creative & Brand Design, Verizon
• Chris Bellinger, Chief Creative Officer, PepsiCo Foods US
• Chris Beresford Hill, Worldwide Chief Creative Officer, BBDO
• Danilo Boer, Global Creative Partner, FCB
• Chad Broude, Co-Founder & Co-Chief Creative Officer, Highdive Advertising
• Kerstin Emhoff, Co-Founder & CEO, PRETTYBIRD
• Susan Golkin, Executive Creative Director, VML
• Bianca Guimares, ECD & Partner, Mischief
• Jon Halvorson, SVP Consumer Experience & Digital Commerce, Mondelēz International
• Judy John, Global Chief Creative Officer, Edelman
• Zoe Kessler, Executive Creative Director, Johannes Leonardo
• Marcel Marcondes, Global Chief Marketing Officer, AB InBev
• Thaddeus McCant, Director, O Positive Films
• Wanda Pogue, Global Chief Strategy Officer, VaynerMedia
• Dan Shapiro, Group Creative Director, Anomaly New York
• Gabrielle Shirdan, Founder & Chief Creative Officer, Kitchen Table
• Dustin Tomes, Chief Creative Officer, TBWAChiatDay New York
• Shannon Washington, Global Chief Creative Officer, Gotham, Inc.
“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,” says Purcell. “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.”
Says Kerstin Emhoff, Co-Founder & CEO, PRETTYBIRD: “Nike came in strong with a classic track and strong visuals. Everyone stopped and watched it after getting bored with all the celebs.”
Says Jon Halvorson, SVP Consumer Experience & Digital Commerce, Mondelēz International: “Great to see Nike returning to iconic storytelling. Brilliant craft, tension and capitalizing on a movement in sports that is still under served and under represented.”
Says Gabrielle Shirdan, Founder & Chief Creative Officer, Kitchen Table: “This spot about winning in the face of those who say you can’t… is indeed, the winner for me. Beautifully shot, powerfully written (oh, how I miss great copy in Super Bowl commercials), and it was so strategically cast… from the voice over of (the now) Grammy Award winning star Doechii to the hero in Sha’Carri. That ending shot of Jordan Chiles posing in the iconic shape of the swoosh..Bravo.”
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.