And the Cocky Award Goes To...

USC students once again pick their favorite super bowl commercials


By Monique Williams

COLUMBIA, S.C. (WOLO) -- The USA Today Ad Meter is probably the most watched source for results of who wins the super bowl commercials. However, ABC Columbia's source is the University of South Carolina and it's coveted Cocky Award for best super bowl commercial.

"The number one spot went to Anheiser Busch," said USC Advertising Professor, Bonnie Drewniany.

It didn't take the journalism students long to fall in love with the homesick horse, Clydesdale, that finds its way back to the man who raised him--all in the name of Budweiser. The ad captured the heart of a nation during the super bowl, and theirs.

The pick was part of the University of South Carolina's 10th Super Ad Poll. It gets the Cocky Award.

"This is becoming a pretty prominent award," said student Chris Stanley. "These ad execs are flying from their Chicago office to come get this award from us. It's a big deal."

More than 100 students in Drewniany's "Super Bowl of Advertising" class gathered to watch the commercials Sunday.

The Super Bowl ad experts say their rating system is three fold.

"Students look at three things: likability, brand ID and persuasiveness. All of those factors are averaged."

Coming in second was the ad for Tide. Third place went to the Oreo Cookies Debate.

Bonnie Drewniany says the trophies of the Cocky Award have evolved over the years, with this year's being a Cocky bobble head doll.
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