About 100 members from USC’S School of Journalism and Mass Communications took part in the 14th Annual Cocky’s Super Ad Poll Monday. The students and faculty at the University of South Carolina named Buick’s “Pee Wee” ad tops of this year’s crop of commercials.
The ad features Carolina Panthers quarterback Cam Newton, continues the carmaker’s “That’s a Buick?” theme, with the father of a pee-wee football player looking at a car that pulls into the parking lot and saying, “If that’s a Buick, then my kid is Cam Newton.” The kid is instantly transformed into the NFL quarterback.
The ad was given the top prize based on its persuasiveness, likability and brand identity. The public was given a chance to vote online in the same categories as the class. The winners included: 84 Lumber – “The Journey Begins”, Buick – “Pee Wee” and Budweiser – “Born the Hard Way.”
Each year the advertising team that creates the winning commercial is invited to campus to receive the coveted Cocky Award and share behind-the scenes stories in the making of the commercial.