said the early release of some ads may have dampened their
“So many commercials were released online before the
Super Bowl that I think the ad game was a bit diluted this
year. Our two top spots, however, weren't part of that pregame
early-release frenzy,” said Drewniany. “Bud Light
found a clever way to reinforce its slogan, ‘here we
go.’ Weego tugged at viewers' hearts and told the important
story of helping rescue dogs.”
Last year’s winner was Volkswagen’s “Darth
Drewniany will invite the creative team responsible for the
Bud Light ad to campus to receive the award in April.
Every year, the winning advertising team has claimed the
Cocky Award and shared with students the inside scoop on how
the commercial was made.
Creative teams have claimed four Cockys for comedic Bud Light
ads. 2010 marked the first time a consumer-created spot won
the poll, with “Snack Attack Samurai” creator Cole
Koehler claiming his prize.
Drewniany has studied Super Bowl advertising for 20 years
and has taught the nation’s only course on the subject
for nine years. The School of Journalism and Mass Communications
course, which covers advertising principles and the relationship
between culture and advertising, includes the annual Ad Poll
and Cocky Award.
This year Drewniany’s course was expanded to include
a large undergraduate section and an honors section.