By Meredith Coulter
Posted April 8 2010 at 9:44 AM
Cole Koehler is part of a two-man team that created one of three amateur Doritos commercials picked to air in this year's Super Bowl. Now the Minnesota film maker's "Snack Attack Samurai" ad has won this year's Cocky Award as the best Super Bowl commercial.
Advertising students in USC's School of Journalism and Mass Communications made the choice and Koehler accepted the award Wednesday morning in Columbia.
Doritos has invited consumers to create their own commercials for the past two years in its "Crash The Super bowl" contest. Snack Attack Samurai was one of five finalists out of nearly 4,000 submissions last November. The top three ads aired during the game and creators each won $25,000.
"It allow our consumers and our fans to pursue their passions and pursue their dreams as film makers," Doritos Associate Brand Manager Stuart Beck said. "So we thought what better stage to do that than on the Super Bowl?"
Koehler said he and his partner Ben Kreuger couldn't pass up the opportunity.
"My incentive for this was just to add to my reel," Koehler said. "But then ultimately how cool would it be to have a commercial play at the Super Bowl."
Now he has something to remind him of his accomplishment.
"I think I'm going to put my Cocky Award on my TV," Koehler said. "So every time somebody comes over to watch commercials for the next super bowl, we can point to the cocky and I'll have a story to tell."
Koehler says he eventually want to write and direct his own feature films but he looks forward to creating an ad for next year's contest.