Audi makes no secret of the fact that with their Super Bowl commercials this year they are targeting rivals. We have already witnessed their shameless mockery of other brands in these spots. Their big game commercial, promoting the A3 sedan, is a bit more sophisticated though. It’s called “DoberHuahua” and, well, you have to see it to make sense of it.

The DoberHuahua is apparently the result of compromise; something Audi says you can avoid by choosing the A3 sedan. In other words, Audi believes other cars in this segment are weird, creepy creatures that freak everyone out:

http://www.youtube.com/watch?v=gZQogu_rt9Y

So the Audi A3 Super Bowl commercial has nothing to do with the car itself, and that is why it is very good. It’s an unwritten rule, but Super Bowl car commercials must be kind of funny to work for the public. All the successful ads over the past couple of years have had a subtle and smart sense of humor. Audi’s ad is well-covered in that sense.