University of South Carolina

Doritos ad team to claim Cocky Award

Doritos brand manager Stuart Beck and “Snack Attack Samurai” ad creator Cole Koehler will be at the University of South Carolina April 7 to claim the coveted Cocky Award for best Super Bowl commercial in the seventh annual Cocky’s Super Ad Poll.

Beck and Koehler will share stories about the making of the commercial from 8:40 – 9:55 a.m. in the Russell House University Theater. The event is free and open to the public.

The Doritos commercial, the first consumer-generated spot to win the annual poll, is online at Koehler, who lives in Minneapolis, Minn., and works in the film industry, created the ad with a friend.

The Cocky Award has become a coveted recognition for ad agencies. Each year, the winning team has traveled to the Columbia campus to claim the prize and discuss the development of the commercial.

Last year, DDB Chicago art director and Carolina alumnus John Baker and copywriter Jeff Oswald claimed the Cocky Award for the Bud Light commercial starring Conan O’Brien.

The Super Ad Poll is conducted by Bonnie Drewniany, an associate professor of journalism, and students in her South Carolina Honors College course on Super Bowl advertising. The students gather on Super Bowl Sunday to critique the commercials for persuasion, brand identity and likability.

By Office of Media Relations

Posted: 04/05/10 @ 12:00 AM | Updated: 04/05/10 @ 3:59 PM | Permalink

Cocky Award presentation

  • What: Time to honor creators of best Super Bowl ad
  • Who: Doritos brand manager Stuart Beck and “Snack Attack Samurai” ad creator Cole Koehler to accept award
  • When: April 7, 8:40 – 9:55 a.m.
  • Where: Russell House University Theater

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