University of South Carolina

VW ‘The Force’ ad team to claim Cocky Award April 19

Contact: Peggy Binette 803-777-5400

Creators of the hit Volkswagen commercial that featured a little boy dressed as Darth Vader will be at the University of South Carolina Tuesday, April 19, to claim the coveted Cocky Award for best Super Bowl commercial in the eighth annual Cocky’s Super Ad Poll.

Copywriter David Povill and art director Ryan McLaughlin with Deutsch in Los Angeles will share stories about the making of the commercial from 12:30 – 1:45 p.m. in the Russell House University Theater.

The event is free and open to the public. The VW commercial can be viewed online at

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, Doritos brand manager Stuart Beck and ad creator Cole Koehler claimed the Cocky Award for “Snack Attack Samurai,” the first consumer-generated spot to win the annual USC poll.

The Super Ad Poll is conducted by Bonnie Drewniany, a professor of advertising, 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.

Cocky Award presentation

  • What: Annual presentation of award for best Super Bowl ad
  • Who: Students in Prof. Bonnie Drewniany's advertising class, which conducts Cocky’s Super Ad Poll, to present award to representatives of Volkswagen for the ad featuring a boy dressed as Darth Vader
  • When: Tuesday, April 19, 12:30 – 1:45 p.m.
  • Where: Russell House University Theater

By Office of Media Relations

Posted: 04/08/11 @ 6:00 PM | Updated: 10/13/11 @ 1:55 PM | Permalink