Super Bowl Ads 2014: Reviewing Leaked Commercials

Matt Fitzgerald@@MattFitz_geraldCorrespondent IIIJanuary 29, 2014

The front grill is shown of the Audi A3 e-tron at the Los Angeles Auto Show in Los Angeles, Wednesday, Nov. 20, 2013. (AP Photo/Chris Carlson)
Chris Carlson/Associated Press

Several companies have leaked their full-length advertisements for Super Bowl XLVIII ahead of FOX's Sunday, Feb. 2 broadcast.

That is in part a reflection of the need for immediate information in the modern world and also a bold creative strategy by marketers to capitalize on the viral potential of YouTube and the Internet in general. Whether it works or not is a different matter, but there are a few high-profile commercials already available for consumption.

Let's review several of the ads that have already received hundreds of thousands of views prior to the big game between the Seattle Seahawks and Denver Broncos.


Audi A3 Ad: "Doberhuahua"

A car manufacturer promotes its brand by using a terrifying hybridization of two dog breeds terrorizing a city and a dog show.

Now that's some serious innovation from Audi that leads to a strange but likable advertisement that is picking up steam since its upload on Jan. 27.

The message is about not compromising—a clever way to promote the uncompromising design of the new Audi A3 model. This is a manufacturer familiar with making a quality product, so even a flop of a commercial wouldn't hurt them too much.

Nevertheless, Audi took a unique approach, nailed and perhaps created a new addition to the mass vernacular. It may not get to the level of Napoleon Dynamite's "Liger" or other animal name mergers, but this commercial deserves the praise it's commanding thus far.

Those who are waiting for Super Bowl Sunday will find a pleasant surprise, but this should be among the most talked about leaks in this year's lineup.


Volkswagen's "Wings"

Some of the teasers leading up to this ad were promising, but this direction is unexpected and kind of a letdown from what could have been.

The brainy German engineers—really the creative minds attempting to market for the renowned car manufacturer—implied in the teasers that they were to think outside the box and put anything together to make the best Super Bowl ad possible:

If the first video in this section is indeed the final result, well, it will go down as one of those car commercials that doesn't make sense. That seems to happen a lot in the auto industry.

In this concept, all the Volkswagen engineers grow wings when one vehicle reaches 100,000 miles. As impressive as it is when a car holds up under that kind of strain, it could have been presented in a different—if not non-humorous—fashion.

When the main punchline is, "I hate these wingy thingies," something is probably a bit off. According to, this could reportedly be a leak and may not be the main ad the company is pushing for the big game.

Should that prove to be true, perhaps Volkswagen has something hidden up its sleeve that will involve more elements from the solid teasers.


"AXE PEACE: Make Love Not War"

With an early upload to YouTube on Jan. 15, this AXE PEACE advertisement has received over three million views already.

The direct response on their channel reflects an overwhelmingly positive review of the ad, with the numbers of "likes" and "dislikes" amounting to an approximate approval rating of 96 percent. Thus, it's hard to poke many holes in the commercial itself.

Axe is known for taking risks and promoting extreme forms of situational comedy. This takes on a playful, endearing tone that is also serious and is more political than the company typically opts to get.

A #KissForPeace hashtag is being used as a means of promotion through social media, and it implies that the new product lives up to its trademark of attracting women to men because of the scent.

There are elements both familiar and new in this latest Axe effort, and it's a winning effort from the male grooming product producer.