Over the years, the Super Bowl has become more American than apple pie and super models and cursing at baseball umpires. It is an American event unrivaled by anything else, other than the 4th of July of course! Annually, the game pulls in over 100 million viewers. Some people watch it to see what happens in the game, others watch it for the 10,000 dollar bet they put down, and then there are a lot of people that just like the camaraderie and the parties. But EVERY ONE watches it for the commercials.
In the past few decades, the over the top nature of the Super Bowl has grown astronomically. Half time shows have gotten longer (and flashed some skin!) and advertisers have spent more and more money advertising. In a recent Sporting Charts article, author Chad Langager tells us, “During Super Bowl I, it cost an advertiser $45,000 for a 30-second commercial during the broadcast. Most recently, the cost of a Super Bowl advertisement was $4,000,000, which means that Super Bowl commercial costs have risen by an average of 10.18% per year on average.” That means that today advertisers are willing to pay $133,000 per second (Oh lawd, I think I done passed out).
Now, Super Bowl commercials have become part of the American consciousness, being discussed in the days leading up to the event and the days after. Auto manufacturers have been aware of this for years. That is why many car companies are even releasing teasers of their Super Bowl ads! Don’t fool yourself; these teasers are no joke, either. They pull in upwards of 1,000,000 views on Youtube.
So far this year, the most popular teaser- regardless of genre- that has been released has come from Volkswagen. As of January 28th, the teaser has pulled over 1.7 million views and has been passed around the internet more than a joint at a Cheech and Chong screening. The commercial features a couple of hyperbolic German engineers discussing what Americans want out of a commercial. After that, the screen becomes littered with everything that is stereotypical of America. It’s unbelievably funny and will leave you wanting more on Super Bowl Sunday.
Of course, other auto makers are not just sitting on the sidelines as Volkswagen takes over the internet. Toyota is currently third in the teaser race (see video below), having released a very popular commercial that features an appearance from the Muppets. Coming in at 7th is a Ford teaser that features comedian Rob Riggle. But none have become as popular as the VW commercial, which is just another step in Volkswagen’s plan to become the top auto maker in the world by 2018.