Nike’s ‘So Win’ commercial, created by Wieden+Kennedy Portland, has been awarded the 2025 Super Clio Award for creative excellence in Super Bowl LIX advertising. This prestigious honor, presented by the Clio Awards, recognizes the most innovative and impactful ad to air during the Super Bowl.
The night of the big game saw the Kansas City Chiefs face off against the Philadelphia Eagles, a rematch of the 2023 championship, with the Eagles ultimately coming out on top.
While many brands turned to familiar strategies, like humor, celebrity appearances, and talking animals, Nike’s “So Win” set itself apart with its flawless pacing, compelling script, and powerful message of strength. Marking its return to the Super Bowl after 27 years, Nike made a bold statement that captivated both viewers and the Super Clio jury.
As the Gatorade was poured in the Caesars Superdome, the Clio Awards jury—comprised of industry leaders and creators behind past and present Super Bowl ads—gathered to determine which commercial left the strongest impression. With input from representatives of Verizon, PepsiCo Foods US, PRETTYBIRD, Highdive Advertising, Mischief, BBDO, VML, and more, it was clear that Wieden+Kennedy Portland’s Nike ad earned the highest praise, securing the coveted Clio trophy.
The Super Clio Award was introduced in 2015, created in collaboration with Rob Reilly, WPP’s Global Chief Creative Officer, and Clio Awards CEO Nicole Purcell. The award aims to spotlight groundbreaking work aired during the Super Bowl, with selections made by industry professionals who understand the complexities of crafting memorable commercials for the big game. Reilly, who serves as the non-voting Super Clio Commissioner, collaborates each year on the jury’s selection and judging process.
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, TBWA\Chiat\Day New York
• Shannon Washington, Global Chief Creative Officer, Gotham, Inc.
“As competition for consumer attention grows year after year, the Super Bowl remains a unique opportunity for brands to connect with a vast audience in a meaningful way,” says Nicole Purcell, CEO of the Clio Awards. “The stakes are high, and advertisers are driven to create moments that resonate culturally and spark conversations long after the game ends.”
“The Super Clio recognizes those who push the boundaries with bold, innovative creative choices,” Purcell continues. “It’s an acknowledgment of ideas that stand out not only in their specific category but across the entire industry. Being recognized by peers and leaders at the top of their field is an incredible achievement, and we’re thrilled to celebrate these daring creative risks.”
Kerstin Emhoff, Co-Founder & CEO of PRETTYBIRD, praises the Nike ad, saying, “Nike came in strong with a classic track and powerful visuals. After getting bored with all the celebrity appearances, everyone stopped and paid attention.”
Jon Halvorson, SVP of Consumer Experience & Digital Commerce at Mondelēz International, adds, “It’s great to see Nike return to iconic storytelling. The craftsmanship, tension, and their ability to tap into an underrepresented movement in sports was brilliant.”
Gabrielle Shirdan, Founder & Chief Creative Officer of Kitchen Table, shares, “This spot about overcoming the odds and winning in the face of naysayers is the winner for me. It was beautifully shot, powerfully written (I miss great copy in Super Bowl ads), and strategically cast— from the voiceover by Grammy-winning artist Doechii to the hero, Sha’Carri. The final shot of Jordan Chiles striking the iconic swoosh pose? Bravo.”
The Super Clio trophy, standing at 22 inches tall—matching the height and look of the Lombardi Trophy—will be engraved and presented to Wieden+Kennedy Portland.
