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The Cocky Award

Winners of USC's Ad Bowl Poll on campus to discuss Super Bowl commercial

The 7th Annual Cocky Award for Best Super Bowl commercial will be presented on Wednesday, April 7 from 8:40-9:55 a.m. in the Russell House Theater.

This year, the commercial that won was a consumer-generated spot for Doritos.

Stuart Beck, associate brand manager for Doritos, and Cole Koehler, one of the creators of the commercial, are coming to receive the award and share stories about the making of the commercial.

Students in Professor Bonnie Drewniany’s Honors College Super Bowl Advertising class gathered for the Super Bowl and rated each national ad in three categories: persuasion, brand identity, and likability.

Doritos aired four-consumer created commercials during the Super Bowl. Amateurs were given the opportunity to compete with the pros by submitting ads in the $600,000 competition.

Winner of Cocky's Super Ad Bowl Poll: Doritos Samurai

 

Consumer votes determined the winners from six finalists, and Doritos Samurai was one of the ads selected in the nationwide vote to air during the Super Bowl.

All four Doritos commercials resonated with the students. “Doritos has undoubtedly released some of the most humorous, likeable, and entertaining commercials of the evening,” graduate student Lauren Quick said.

Matt Conley, a management science major, said: “Doritos may be onto something with consumer-created ads. All of them were a hit and marketed the product appropriate.” And Megan Brown, a sophomore biomedical engineering major, added, “I thought the Doritos commercials were great, and they were all consumer-made, which is pretty awesome.”

The event is free and open to the public.

 
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