Audi shows the danger of compromise in their Super Bowl commercial [video]

Promotes the new A3 sedan

Following a preview earlier this month, Audi has officially unveiled their Super Bowl commercial.

Dubbed "Doberhuahua," the clip shows a young couple who can't decide if they want to get a Doberman Pinscher or a Chihuahua. The sales person suggests they can always compromise and breed them together and thus the Doberhuahua is born. Chaos ensues and not even Sarah McLachlan can but a positive spin on the doggie devil beast.

Audi finishes the spot by saying "Compromise scares us too" and A3 was designed without it.

According to Audi of America Marketing Director Loren Angelo, "Unlike other entry-level luxury sedans, the Audi A3 family breaks the boundaries and raises the bar as to what is expected out of entry-level luxury vehicles. The Audi A3 doesn’t compromise on luxury, design or performance."

Source: Audi USA

Audi Releases Big Game Spot "Doberhuahua" on YouTube

HERNDON, VA--(Marketwired - Jan 27, 2014) -

  • Sixty-second spot for all-new Audi A3 to air in first in-game commercial break after halftime of on Feb. 2
  • Sarah McLachlan featured in a comical cameo about the "compromised" Doberhuahua
  • Spot features the hashtag #StayUncompromised

Audi of America today released the full 60-second version of its Big Game spot on the brand's YouTube channel. Featuring the all-new Audi A3, the spot, called "Doberhuahua," is a comical take on how when people compromise, things go terribly wrong. The spot will air on February 2 during the first in-game break after the 3rd quarter kickoff, in the final position of the advertising break. San Francisco-based Venables Bell & Partners created the spot.
"Unlike other entry-level luxury sedans, the Audi A3 family breaks the boundaries and raises the bar as to what is expected out of entry-level luxury vehicles. The Audi A3 doesn't compromise on luxury, design or performance," said Loren Angelo, Director of Marketing for Audi of America. "Through the use of this unlikely new character -- the Doberhuahua -- Audi illustrates how compromise can be frightening in a humorous, memorable way."
Directed by the acclaimed Noam Murro, "Doberhuahua" follows a young couple in their hunt for the perfect dog. When they can't decide on which breed to choose -- a cute and cuddly Chihuahua or a big and bold Doberman Pinscher -- the pet store owner suggests they comprise and blend the two breeds. The result: A Doberhuahua that quickly takes over the city, wreaking havoc and leaving chaos in its wake. "Compromise scares us too," says Audi at the end. The spot also features the hashtag #StayUncompromised.

"Doberhuahua" also features a comical cameo by musician Sarah McLachlan. The singer-songwriter is featured in a humorous take on her famous animal rights PSA, this time, singing for the troubled Doberhuahua. Ms. McLachlan also starred in a teaser for the brand's game day spot last week.

The all-new Audi A3 lineup begins with the A3 sedan, which goes on sale in the spring of 2014. The A3 sedan plays a pivotal role in the soon to be expanding Audi A3 family and will be priced from a base MSRP of $29,900. It will be joined later in the fall of 2014 by the Audi A3 Cabriolet, A3 TDI clean diesel sedan, the high-performance S3 sedan and in early 2015, the A3 Sportback e-tron® gasoline electric plug-in hybrid (PHEV). The Audi A3 family breaks the boundaries and raises the bar as to what is expected out of entry-level luxury vehicles. The A3 marks the first time that an A-segment vehicle will offer MMI® technology, Audi drive select, 4G LTE connectivity and Bang & Olufsen® audio.

Audi year-after-year has delivered highly-rated and innovative big game campaigns. Last year, Audi posted its game day spot, "Prom," to its YouTube page along with three alternate endings prior to the game and allowed viewers to choose how they wanted the ad to end. In 2012, Audi's entertaining spot "Vampire Party" showcased the power of progressive engineering with the brand's signature LED headlight technology. In 2011, Audi's "Release the Hounds," featuring the Audi A8 and a cameo by Kenny G, redefined luxury and became the first game day spot in history to use a Twitter hashtag. To view past Audi big game spots, please visit YouTube.com/AudiofAmerica.

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Comments (14)

Oh just what we need, a commercial showing a vicious dog. Sorry, I'm not swayed or even pleased with Audi's commercial
Jan 31, 2014 1:48 pm
0 0
I'm not an Audi/VW fan, but this was a very well done and hilarious ad.
Jan 28, 2014 2:30 pm
1 0
Did Volkswagen ad fans find their way into this carblog site? I can't imagine this many carbloggers to have such a bad taste.
Jan 28, 2014 2:24 pm
0 2
The commercial reminds me of the movie "The Mask":D!
Jan 28, 2014 8:05 am
3 0
Looks like they compromised
Jan 28, 2014 4:17 am
0 7
Not that special.
Jan 28, 2014 2:07 am
2 7
I think Volkswagen is trying too hard. That was a poorly executed ad.
Jan 28, 2014 12:50 am
1 8
what a stupid ad!
Jan 27, 2014 8:30 pm
2 6
It's a Doberman not Doberman Pinscher, please correct!
Jan 27, 2014 7:29 pm
0 6
Both are correct.
Jan 27, 2014 8:20 pm
4 0
Jan 27, 2014 7:24 pm
2 8
I would watch a tv show of JUST commercials if they were all this funny.. screw the superbowl
Jan 27, 2014 7:23 pm
8 3
Betteer than the previous commercial, that's for sure.
Jan 27, 2014 6:08 pm
4 3
Jan 27, 2014 5:49 pm
9 3