The Super Bowl is the advertising industry’s biggest day, and yet, there was no way to properly judge its best ad. People relied on the crowd sourced USA Today Ad Meter which rewarded broad commercials that featured boobs and babies. Truly great, breakthrough ideas oftentimes wound up on the bottom of the list. Creatives were focused on winning the ad meter instead of coming up with the best idea.

So we created the Super Clio – the first award for the Super Bowl’s best commercial. We got a panel of the most esteemed names in the industry to judge it. Predictably, the Super Clio winner didn't even finish in the Ad Meter’s top 10. Finally, experts judge the Super Bowl’s best commercial instead of just anybody with a couch and remote.

We got a panel of judges comprised of 10 of the most esteemed names in the industry, everyone from David Lubars to Ted Royer. We also created a shiny silver trophy the exact same size and material as football’s Lombardi trophy. The morning after the Super Bowl, the panel met to crown a winner. The judges picked three finalists, with BBDO eventually bringing home the grand prize.

Snickers “The Brady Bunch” commercial won the first-ever Super Clio. Predictably, it didn’t even finish in the top 10 of the USA Today Ad Meter. For the first time in Super Bowl history, the commercial that deserved to be rewarded finally was. The story got picked up in tons of publications, from Adweek to Sports Illustrated. So even though, it didn’t feature puppies or boobs, the most creative, best idea in the Super Bowl got the national attention it so deserved.