COLUMBIA, S.C. - University of South Carolina advertising students are gathering to offer a thumbs up or down on advertisements shown during the Super Bowl telecast.

Students from the College of Mass Communications and Information Studies will gather Sunday in Columbia to view the ads and vote on brand identification, likeability and persuasiveness.

Advertising professor Bonnie Drewniany says her students vote on the winning commercial. The winner gets a "Cocky Award" and is invited to campus to relate how the ad was made.

Last year's winner was a Budweiser commercial showing the relationship between a horse trainer and a young Clydesdale. Another winner was Volkswagen's depiction of a youngster using "the Force" while playing Darth Vader. A Bud Light commercial showing rescue dog "Weego" delivering bottles of beer also has won.