Volkswagen Super Bowl Commercial: Watch Company's 'Wings' Ad

Matt FitzgeraldCorrespondent IIIFebruary 2, 2014

BorgWarner provides localized production of engine timing chains and tensioners for Volkswagen's new 2.0- and 1.8-liter DOHC I4 engines built in Mexico. The fuel-efficient engines will power the Volkswagen Jetta and Beetle in North America. Photo courtesy of Volkswagen.  (PRNewsFoto/BorgWarner) THIS CONTENT IS PROVIDED BY PRNewsfoto and is for EDITORIAL USE ONLY**
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Many of the millions upon millions of viewers watching Super Bowl XLVIII between the Seattle Seahawks and Denver Broncos do it for the commercials alone.

If Volkswagen's teaser for its slot in the expensive advertising lineup is any indication, the renowned car company is bound to make a splash with its latest effort, "Algorithm." Check it out below, courtesy of the manufacturer's official YouTube channel:

The concept is an interesting enough proposal, featuring a premise of juxtaposition. Engineers who somehow figure out the magic in how to design and assemble an automobile—super geeky, maybe?—are trying to determine what makes a funny Super Bowl ad whilst poking a little fun at it.

A German engineer appears in the beginning and delivers a rather humorous monologue, leading into the alleged development concept and process—sort of a trial by fire of all sorts of ideas.

What would appear to be a cacophony of chaos is actually backed by a soothing, Super Bowl-centric soundtrack: "Everybody Have Fun Tonight" by Wang Chung. That's sure to be a song playing at many after-parties following the big game, so props to Volkswagen for the fun music taste.

As for what to make of the ad as a whole—with an Abraham Lincoln caricature carrying a baby, a sumo wrestler and Carmen Electra serving as the most distinct individuals—who knows?

The tail end of the clip implies the finished commercial is still a work in progress.

As it turned out, the official ad proved to be the car company's "Wings" ad, which you can see below:

Speaking from personal experience, about, oh, 95.6 percent of car commercials make audiences say, "Wait, what was that?" as it is. This is a classic example of invoking that reaction, and such advertisements are hit-or-miss in general.

According to the Detroit Free Press' Brett Snavely, it costs roughly $4 million for a 30-second ad spot, and automakers are getting into a heavy publicity campaign already.

Volkswagen evidently feels its stuff is up to snuff to compete with the best. Its official USA Twitter account posted a follow-up, announcing an interesting discovery in the quest to make the ultimate ad:

Here's to hoping the final product its creative marketing minds claim to still be hashing out is a home run, because there are some promising elements in place and the makings of a memorable commercial.