University of South Carolina

Ready, set ... VOTE! University community invited to cast ballot for best Super Bowl ad

The University of South Carolina community – faculty, staff, students and alumni – is invited to join journalism students in casting their ballots for the best Super Bowl XLIII commercial Sunday, Feb. 1.

More than 60 students and faculty in the School of Journalism and Mass Communications will gather at Newsplex in the SC-ETV building for Ad Bowl VI to watch the game and critique this year’s crop of Super Bowl commercials. They’ll use special remote controls to evaluate commercials on likeability, persuasiveness and brand identity. Others can vote online.

Each year the advertising team that creates the winning commercial is invited to campus in April to receive the coveted Cocky Award and share behind-the scenes stories in the making of the commercial. The creative team of BBDO in New York claimed its Cocky Award for the 2008 winner “Diet Pepsi Max.” DDB Chicago dominated the first three years of Ad Bowl competition with its memorable Anheuser-Bush Co. commercials.

Professor Bonnie Drewniany, who has studied Super Bowl advertising for nearly 20 years, teaches a journalism course for the South Carolina Honors College, which includes the annual Ad Bowl.

Drewniany said this year’s Super Bowl has offered an array of provocative topics for her class to explore, including how the economy may be reflected in the ads and what strategies old and new advertisers may take.

“It is certainly an interesting year for Super Bowl advertising. I think we can expect to see this tough economy reflected in some of the commercials,” Drewniany said. “Also, look for Anheuser-Bush commercials now that it’s a foreign-owned brand, and don’t miss how first-time advertiser Pedigree will introduce fans to pet adoption.

“Advertising and Super Bowl commercials capture and shape the American experience. Ad Bowl is a fascinating and fun way to view that process and give students a real-world experience in advertising,” Drewniany said.

By Office of Media Relations

Posted: 00/00/00 @ 12:00 AM | Updated: 02/27/09 @ 3:38 PM | Permalink