Saatchi & Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, presented by the Clio Awards, honoring the game’s best work.
The four Tide spots, which were also chosen by Adweek as the best of the game, played around with the idea that every ad with people wearing clean clothes—most of them, when you think about it—is, by default, a Tide ad.
The four executions started out like stereotypical Super Bowl ads in other categories—or even classic spots from past years—before comically revealing that they were actually Tide ads.
The Super Clio jury of 11 top creatives picked the P&G brand as the night’s winner.
“Bravo, Saatchi New York and the Tide marketing team. You pulled off the biggest heist in Super Bowl history. Now everybody in America will be thinking about Tide anytime they see a clean shirt,” said Rob Reilly, non-voting commissioner of Super Clio.
“First of all, we are thrilled to win an award the very next day after the ads ran,” said Saatchi New York chief creative officer Javier Campopiano. “It’s great not to have to wait, prepare case studies, do one thousand versions, etc. It’s a refreshing way to win an award. And to win it within the context of last’s night game is even better. It was a really exciting game, which added some adrenaline to our whole program. It all worked out beautifully and this is the icing on the cake for us.”
The Super Clio runners-up were “Doritos Blaze vs. Mountain Dew Ice” by Goodby Silverstein & Partners and “Alexa Loses Her Voice” for Amazon by Lucky Generals and Amazon agency D1.
The Super Clio award was started in 2015 as a way to shine a spotlight on Super Bowl ads, which get lots of attention from consumers but not as much serious consideration from the industry.
This year’s jurors were:
• Sally-Ann Dale, chief creative officer at Droga5 New York
• Keith Cartwright, executive creative director at 72andSunny Los Angeles
• Eric Silver, chief creative officer of McCann North America
• Veronica Beach, head of global integrated production at David
• Corinna Falusi, chief creative officer and partner at Mother New York
• Chris Garbutt, global chief creative officer at TBWA
• Margaret Johnson, chief creative officer at Goodby Silverstein & Partners
• David Rolfe, director of integrated production at BBDO New York
• Eric Segal, chief creative officer at Anomaly New York
• Myra Nussbaum, group creative director at DDB Chicago
• Karin Onsager-Birch, chief creative officer at FCB West