Snickers wins inaugural CLIO Creative Bowl
BBDO New York’s “The Brady Bunch” spot has been named the CLIO Creative Bowl winner. An expert jury, led by McCann Worldgroup Global Creative Chairman Rob Reilly, gathered to vote on the strongest creative. The Creative Bowl hopes to encourage creative excellence and bring a new perspective to the advertising industry.
Chosen for originality, innovation and stand out celebrity cameos the “Snickers” teaser was first released on January 21. As promised in the release of the teaser, the entire 30 second spot was released early, on January 29, as consumers generated 2.5 million social media engagements before kick off on February 1.
Featuring Danny Trejo and a surprise cameo by Steve Buscemi, the Brady Bunch themed creative features the “You’re not you when you’re hungry” joke format, and matches Trejo with everyone’s favorite Brady girl, Marcia. The spot proves that Snickers continued to believe in their platform and express previous themes in a new way.
“The four finalists were great Super Bowl spots that resonated with all of the judges,” said Rob Reilly Global Creative Chairman of McCann Worldgroup. Speaking about Snickers, the Creative Bowl’s winning spot, Reilly stated, “It’s really difficult to create a version of the same campaign every year and to keep it fresh. While you can say you’ve seen a similar version of the Snickers creative before, we should also applaud the fact that they found a way to keep it fresh and inventive.”
The jury was made up of Ted Royer, chief creative officer, Droga5; Gerry Graf, founder and chief creative officer, bfg9000; Glenn Cole, founder and chief creative officer, 72andSunny; Colleen DeCourcy, global executive creative director, Wieden+Kennedy; David Lubars, chief creative officer, BBDO Worldwide and chairman, BBDO North America; Susan Credle, chief creative officer, Leo Burnett USA; Steve Simpson, chief creative officer, Ogilvy & Mather North America; Rob Schwartz, CEO, TBWA/Chiat/Day New York and Tim Nudd, creative editor, Adweek.