Nike: So Win

Super Bowl LIX, in New Orleans, saw the Kansas City Chiefs faced off against the Philadelphia Eagles in a repeat match up of 2023’s top teams, but this time, the Eagles came out on top. As the birds dominated the game from start to finish, it was the commercials that kept the audience entertained, and this Nike spot scored points with the ad industry to win the 2025 Super Clio Award, a special honor 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 familiar tropes like humor, talking animals, and famous faces to win over consumers, but Nike's 'So Win', helmed by Somesuch director Kim Gehrig, via Wieden+Kennedy Portland, stood out for its pitch perfect pacing, script and message of strength. The brand returned to the Super Bowl stage after 27 years and made a bold statement that won over the Super Clio jury.