For those who aren't rooting for the San Francisco 49ers or the Baltimore Ravens – or who aren't named Harbaugh – there is, thankfully, that other competition on Sunday: best Super Bowl commercial.

In what has now become the industry standard, advertisers no longer wait for game day to release their high-priced hilarity – $3.8m for 30 seconds this year – because there are so many eyeballs to be found online for free. Besides, why hold out for all the Monday morning quarterbacking when you can start the conversation during the 336-hour pre-game show?

Not that the early release strategy isn't without its pitfalls – one commercial, for Taco Bell, has already been pulled from the broadcast because it offended that key Super Bowl demographic: vegetarians. (Whiny bastards.)

So grab a six-pack of deer-antler extract, and let's preview a few of the new ads that are sure to be talked about – at least until the Westminster Dog Show.
Volkswagen – 'Get In. Get Happy'


Having established something of a Super Bowl dynasty with the little Darth Vader in 2011 and last year's The Bark Side, the expectations are high for Volkswagen. This year, VW has dropped the Star Wars theme and instead sought inspiration from Jamaica. And as I believe Bob Marley once sang, No Wookiee, No Cry.

In fact, that's the premise behind the ad for the new Beetle, in which a depressed office in Minnesota is told that "everyting will be all right" by a hyper-happy white co-worker who speaks with a heavy Jamaican accent. (And in case the point wasn't clear, Jimmy Cliff's new cover of the Partridge Family theme song, Get Happy, plays in the background.) Some say the ad is racist – "blackface with voices" – but even the Jamaican government said it had no problem with the commercial. In other words, those critics just need to roll a fatty and chill out.
Coca-Cola – 'The Chase'

One of the new ways by which advertisers have built pre-game buzz is by releasing a tease of the ad that will run during the Super Bowl. But this year some have gone a step further, by giving the audience a role in the creative process.

Coca-Cola, for instance, added a Choose Your Own Adventure element to its commercial. In a teaser called The Chase, three teams race across the desert in pursuit of a giant bottle of Coke – the public gets to vote on who gets the prize. The three choices are The Showgirls (think Priscilla Queen of the Desert, but with actual women), The Badlanders (think Mad Max, but without Mad Mel), and The Cowboys (think third place). The winner will be revealed during the game.