Tubi's 'Rabbit Holes' Scores Super Clio for Most Creative Super Bowl Commercial

Last night in Glendale, the Kansas City Chiefs defeated the Philadelphia Eagles in a tight game and Tubi’s 'Rabbit Holes' by Mischief @ No Fixed Address beat out a tough crowd to win the 2023 Super Clio Award, a special honour given out by the Clio Awards for the most creative commercial to air during the Super Bowl. On advertising’s biggest night, many brands leaned into nostalgia and famous faces to win over consumers, but “Rabbit Hole” stood out for its slightly subversive and dark humour, engaging storytelling and impeccable craft.

As the confetti fell in State Farm Stadium, 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 won the night. Representatives from Anheuser-Busch, BBDO, Microsoft, Ogilvy, The Coca-Cola Company, The Martin Agency, Wieden+Kennedy and more, decided that the most creative spot of Super Bowl LVII was from Mischief @ No Fixed Address 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 has served as the competition’s non-voting commissioner since its inception and was on hand this year to announce the winner on NBC 'TODAY' with hosts Al Roker, Sheinelle Jones, Craig Melvin and Dylan Dreyer. Rob and Clio Awards CEO Nicole Purcell recognised a need to highlight the revolutionary work that’s introduced during the Super Bowl with an honour selected by the people who make ads and understand the nuances of producing a ground breaking commercial for the big game.

To determine a winner for Super Bowl LVII, the Clio Awards drafted:

• Amy Ferguson, CCO, TBWA/Chiat/Day New York
• Brian Monaco, president, global chief marketing officer, Sony Music Publishing
  
• Caleb Jensen, executive creative director, Wieden+Kennedy
  
• Danny Robinson, CCO, The Martin Agency
  
• David Lubars, chairman/CCO, BBDO
  
• Glenn Cole, founder/chairman, 72andSunny
  
• JJ Lim, creative director, R/GA
  
• Josh Fell, partner, CCO, Anomaly LA
• Judy John, global CCO, Edelman
• Katherine O’Brien, group creative director, VaynerMedia
• Kathleen Hall, chief brand officer, Microsoft
• Liz Taylor, global CCO, Ogilvy
• Michael McIntyre, CEO, MOCEAN
• Selman Careaga, president, The Coca-Cola Company
• Shana Barry, head of celebrity, entertainment, and influencers, Anheuser-Busch
• Sharon Otterman, CMO, Caesar’s Digital
• Sherman Winfield, executive creative director, VMLY&R
• Susan Credle, global CCO, FCB
• Vida Cornelious, VP, creative, The New York Times

“So many creative aspects go into making a great Super Bowl ad that most people wouldn’t know are happening behind the scenes,” said Nicole. “At a time when consumers are really engaged with the bold ideas that brands and advertisers are putting out, we just love to capture that energy and use our platform to celebrate the community with a special award made to match the iconic nature of the game itself.”

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 Mischief @ No Fixed Address this week.