Snickers, BBDO Win the 2020 Super Clio for the Super Bowl's Best Ad

Mars candy brand Snickers and BBDO won their second Super Clio statue in the space of six years on Monday, as a jury of industry creative leaders deemed “#SnickersFixtheWorld” to be the best commercial on Super Bowl LIV—fending off competition from fellow shortlisters Jeep, Amazon and Google. 

There was lots of love for Jeep’s “Groundhog Day” spot with Bill Murray from agency Highdive, and for Amazon’s “#BeforeAlexa” spot by Droga5 London—the other two spots that came within striking distance of Snickers. Google’s “Loretta” was the fourth shortlisted ad, and the one emotional spot next to three comedies. But the jury decided that those spots, while all executed brilliantly, didn’t have quite as fresh or original an idea as Snickers. 

Also, while the storytelling was more expansive in the 75-second version of the Snickers spot that broke online last week, the jury felt the :30 managed to stick the landing regardless: 

“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 Jaime Robinson, co-founder and chief creative officer at Joan Creative and one of 13 Super Clio jurors this year. “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 reframes 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.”

“#SnickersFixtheWorld” was created by BBDO New York and AMV BBDO. It was directed by Tom Kuntz of MJZ and edited by Gavin Cutler of Mackcut. 

Jurors applauded the work for addressing the daunting problems of the world today in a completely fresh way—not through earnest, maudlin, preachy creative but through a ridiculous, entertaining, Super Bowl-worthy idea that landed all its jokes even in its shortened version. 

Here’s the :75 version, which broke online on Jan. 29:

Below are the three other shortlisted spots. 

Jeep, which topped the USA Today Ad Meter as well as Adweek’s list of the game’s top commercials, was applauded by the jury for its clever and timely use of celebrity as well as the product integration—even if the core of the idea was borrowed equity. 

The jury also loved the Amazon spot for its commentary on current events through absurdist scenarios—though the tone and general approach weren’t vastly different from what Amazon has done in other recent Super Bowls. 

Finally, the Google spot “Loretta” was celebrated for its sheer emotional punch, as well as its product integration, though creatively it was also reminiscent of other Google ads over the years. 

The 2020 Super Clio jury was comprised of the following creatives:

• Alice Blastorah, Creative Director, Johannes Leonardo
• Juliana Cobb, Executive Creative Director, Droga5
• Akiko Iwakawa-Grieve, Editor, Rock Paper Scissors
• Shayne Millington, Global Executive Creative Director, McCann New York
• Julia Neumann, Executive Creative Director, TBWAChiatDay
• Laddie Peterson, Creative Director, Wieden + Kennedy
• Jaime Robinson, Co-Founder and CCO, Joan Creative
• Lora Schulson, Director of Production, 72andSunny
• Amee Shah, Managing Director, Executive Creative Director, J.P. Morgan Chase
• Leslie Sims, Free Agent         
• Lisa Topol, Chief Creative Officer, DDB New York
• Shannon Washington, Free Agent
• Amy Wertheimer, EVP, Group Executive Producer, BBDO New York

This is Snickers and BBDO’s second Super Clio win. They also took home the trophy in 2015 (the inaugural year of the Super Clio) for their “Brady Bunch” spot. 

See the full history of Super Clio winners here.

Meanwhile, Snickers released some new #SnickersFixtheWorld content on Monday. See the two videos below, along with a full-page ad in the Kansas City Star. A series of radio spots has also begun rolling out.

CREDITS

“Snickers Fixes The World”

Client: Mars Chocolate North America
Tanya Berman: VP of Marketing
Josh Olken: Brand Director, Snickers Brand
Martin Terwilliger Sr.: Brand Manager, Snickers Brand
Michael Italia: Head of Social Media & Digital Content at the Hive
Seth Dager: Head of Social Creative at the Hive
Betsy Magilnick: Social Media Strategist at the Hive
Rankin Carroll: Global VP, Chocolate Category BU
Dale Green: Global Brand Director, Snickers/ Bars

Creative Agency: BBDO
David Lubars: Chief Creative Officer – BBDO Worldwide
Greg Hahn: Chief Creative Officer – BBDO New York
Alex Grieve: Chief Creative Officer – AMV BBDO
Scott Mahoney: Creative Director/Writer – BBDO New York
Dan Oliva: Creative Director/Art Director – BBDO New York
Alan Wilson: Writer – AMV BBDO
Diccon Driver: Art Director – AMV BBDO
Charlotte Adorjan: Creative Director – AMV BBDO
Matt Swinburne: Creative Director – AMV BBDO
Gianfranco Arena: Executive Creative Director – BBDO New York
Peter Kain: Executive Creative Director – BBDO New York
Larissa Magera: Copywriter – BBDO New York
Morgan Hoff: Art Director – BBDO New York
David Rolfe: EVP, Director of Integrated Production – BBDO New York
Amy Wertheimer: EVP, Group Executive Producer – BBDO New York
Sarah Knowlton: Associate Producer – BBDO New York
Julia Millison: Music Producer – BBDO New York
Melissa Chester: Music Producer – BBDO New York
Paul Cisco: Business Manager – BBDO New York
Kirsten Flanik: CEO & President, BBDO New York
Susannah Keller: EVP, Global Business Leader, Mars – BBDO New York
Lisa Piliguian: EVP, Senior Account Director – BBDO New York
Tani Corbacho: VP, Account Director – BBDO New York
Elizabeth O’Connor: Account Manager – BBDO New York
Jacob Plastina: Account Executive – BBDO New York
Richard Moloney: Client Partner – AMV BBDO
Luke Slater: Senior Account Director – AMV BBDO
Philippa Field: Board Account Director – AMV BBDO
Crystal Rix: Chief Marketing Officer – BBDO Worldwide
Annemarie Norris: SVP, Group Director, Behavioral Planning. – BBDO New York
Christina Stoddard: Group Planning Director – BBDO New York
Brian Brydon: Comms Planning Director – BBDO New York
Nicola Willison: Strategy Director AMV BBDO

Talent Agency: The Marketing Arm

Brad Sheehan: Celebrity Talent Acquisitions

Production Company: MJZ
Tom Kuntz: Director
David Zander: President
Eriks Krumins: Senior Executive Producer
Emily Skinner: Producer
Linus Sandgren: Director of Photography
Brock Houghton: Production Designer

Editorial: Mackenzie Cutler

Gavin Cutler: Editor
Pamela Petruski: Editor
Megan Heard: Assistant Editor
Gina Pagano: Executive Producer

Mix: Heard City

Keith Reynaud” Mixer

Color: Company 3

Tim Masick: Colorist

VFX: The Mill

Phil Crowe: Creative Director
Anastasia Von Rahl: Executive Producer
Melanie Roy: Producer
Bret Aros: Coordinator
Dan Warom: 3D Lead
Tim Crabtree: 2D Lead
Kai Tsai: Assistant
Remedy Huynh: Assistant

Music: We Are Walker

Sara Matarazzo: Senior Executive Producer
Abbey Hendrix: Executive Producer

Hispanic Agency: Third Ear

Serge Flores: Executive Creative Director
Rene Gardner: Senior Copywriter
Javier Peraza: Senior Copywriter
Rina Tiffer: Group Account Director
Meredith McBroom: Senior Account Executive
Michael McLaughlin: Senior Producer