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Creative Work of the Week: Saucony wins the Super Bowl with sustainable message

Saucony's Super Bowl ad touts its biodegradable shoe

The top vote-getting Super Bowl campaign featured in The Drum’s roundup of ads doesn’t feature any celebrities or funny sight gags. In fact, the only people to see the ad live had to be watching on Fox’s livestream of the game.

But Saucony’s spot touting its first biodegradable shoe made a big impression online as The Drum’s readers voted its sustainable messaging the Creative Work of the Week.

Sure, the on-air Super Bowl spots, like Bill Murray’s Jeep ad and Google’s touching ‘Loretta’ commercial, got more attention post-game, but the voters have spoken, and the running shoe company’s simple spot won out. Porche’s ‘The Heist’ came in a close second.

Saucony’s ad, ‘One Small Step’, shows a warehouse of used sneakers, which suddenly start rising in the air. A voice-over asks “What if the shoes we threw away, actually went away?” before announcing that the brand is developing its first biodegradable shoe, coming soon. It finishes with the statement, “It’s one small step towards reducing our footprint, for good.”

Saucony and agency Arnold Worldwide, both based in Boston, worked with the visual effects production company Brickyard to make sure no shoes were wasted during the production, as the vast majority were computer-generated images. All real shoes used in the spot were donated to the Boston Rescue Mission.

The lowest score given by The Drum’s readers went to the Genesis ad, ‘Young Luxury’ with Chrissy Teigen and John Legend.

Make sure to view our latest Creative Works roundup and vote for your favorite spot from around the globe to help find next week’s winner. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.

Review all The Drum's ongoing Super Bowl coverage here.

See the ad by clicking the Creative Works box below.

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