Virginia Beach graphic designer Jonathan Friedman is $1 million richer Monday, after his hilarious Doritos ad titled “Man's Best Friend” -- showing a Great Dane trying to cover up a cat’s disappearance, then bribe its owner with tortilla chips -- was voted first in USA Today's annual Super Bowl Ad Meter contest.

"It's pretty incredible," said Friedman, who won the contest with with 8.82 points. A commercial for Volkswagen came in second with 8.73 points, while a spot for Skechers came in third with 8.57 points.