Doberhuahua Super Bowl Commercial Details:
- 60-second spot for the Audi A3 to air during halftime
- Comical cameo appearance of Sarah McLachlan
- Directed by Noam Murro
- Official hashtag #StayUncompromised
It's that special time of the year where the male species gather in front of the biggest television they can find, eat the unhealthiest food possible, and drink a questionable amount of adult beverages. Yes, Super Bowl weekend where an average of 111 million viewers are fixed on a screen. Not only is it the championship for football, but also it's basically the championship of commercials. Back in 2012 companies paid three million dollars for an itty-bitty 30-second spot. Recently, Audi released its full 60-second spot on its YouTube channel featuring the brand new Audi A3 for a pre-game preview.
Noam Murro was assigned to direct the short commercial. The video is a witty story of two people who have to compromise on their decision of a pet. Unusually the guy insists for a Chihuahua and the woman fancies the huge Doberman. The pet store staff suggests breeding the two mismatched breeds hence the title, "Doberhuahua." All hell breaks lose as the world gets overrun with the hybrid dog. The Doberhuahua becomes feared by everybody at the dog park, recieves the most negative reviews at dog shows, and even Sarah McLachlan, a SPCA End Animal Cruelty campaign supporter plays a comical cameo appearance. In that 60-second bit we see that Audi has not compromised on the new Audi A3. "Compromise scares us too," says Audi. Doing otherwise would bring chaos.
"Through the use of this unlikely new character - the Doberhuahua - Audi illustrates how compromise can be frightening in a humorous, memorable way," said Loren Angelo, Director of Marketing for Audi of America.
The all-new Audi A3 sedan will play a role in expanding the Audi A3 family and will be joined later by a Cabriolet, a TDI clean diesel sedan, and a high performance S3 sedan. Furthermore, in 2015 expect to see the A3 Sportback eTron gasoline electronic plug-in hybrid. The A3 sedan will feature a variety of powertrains from a 1.8 TFSI to a 2.0 TFSI that's also offered in the S3. All engines will be mated to the standard 6-speed S-tronic transmission. For traction and handling it will be equipped with Audi's Quattro all-wheel drive system.
Year after year Audi delivers highly-rated and innovative big game campaigns. This year they've done it again with the "Doberhuahua." What do you think of the new Audi A3 and it's uncompromised elements?