Tuesday, April 20 2010 11:21 PM EDT2010-04-21 03:21:00 GMT
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Students at the University of South Carolina in Columbia will be watching the Super Bowl today but it is not for the game.
The Associated Press reports that students in the schools department of Journalism and Mass Communications gather every year to critique the Super Bowl commercials.
The commercials which have garnered so much attention in the past decade are viewed by the group to determine the ads likeability, persuasiveness and brand identity.
The school uses special remotes when evaluating the commercials and the winning ad team receives a "Cocky Award" and is invited to the schools campus to share how the commercial was made.
Past winners of the award have included the Volkswagen's depiction of a young boy playing Darth Vader in "The Force" and last year's Bud Light commercial with the rescue dog "Weego" who delivers bottles of beer.