What makes a great Super Bowl ad? Is it an epic story? Thirty seconds of LULZ? The debate starts before kick-off every year and continues into the day after across tweets, Facebook posts, and perhaps the ultimate arbiter of the general public’s Super Bowl ad taste, The USA Today Ad Meter. But like a lot of things—judged Olympic events, hot wings, political candidates—advertising is subjective. So two years ago the ad industry decided to get its own opinions official by launching the Super Clio—a big game spin-off of the Clio Awards, that’s like a player’s poll for the ad industry—where those that create ads would judge the Super Bowl work on its merit, and maybe not on whether their favorite celebrity was in it.
This year, the winner is National Geographic’s “Bad Romance,” a promo for its upcoming new show Genius, about Albert Einstein, starring Geoffrey Rush. The spot, by agency McCann New York, used—wait for it —genius media planning to not only get the ad in immediately following Lady Gaga’s halftime show, but get viewers attention right away with Einstein actually playing “Bad Romance” on the violin.