No but seriously. The 2013 Super Bowl commercials.

I tried to watch a few when I was served a preroll. A preroll while I was voluntarily trying to watch a commercial. Think about how dumb that is. I was about to give up when I spotted the new Volkswagon Beetle commercial and decided to watch it. 

Volkswagon's CMO on this year's Volkswagon Superbowl strategy.

That sounds more like a super ego's response to what the real strategy really is?

Something that resonates with me when thinking of the Beetle is Edward Norton's comment he made during the DVD commentary for Fight Club. Edward Norton explains he hates the car because the Beetle was one of the primary symbols of 60's youth culture and freedom. However, the youth of the 60's had become the corporate bosses of the 90's, and had repackaged the symbol of their own youth, selling it to the youth of another generation like it didn't mean anything. Both Norton and Pitt felt that this kind of corporate selling out was exactly what the film was railing against, hence the inclusion of the car; 

It’s a perfect example of the Baby Boomer generation marketing its youth culture to us. As if our happiness is going to come by buying the symbol of their youth movement, even with the little flower holder in the plastic molding. It’s appalling to me. I hate it.
— Edward Norton

Then I also noticed the new Audi commercial. Think this commercial is marketed towards youth? An $ 80.000 car? Keep the above sentiments in your head while you watch the Audi (Owned by Volkswagon by the way) Super Bowl commercial;

Here are Loren Angelo's sentiments on Audi's Super Bowl strategy. Bravery defines Audi and with the commercial they poised that Audi is for the brave. Here is the commercial analyzed deeper by Park Howell. I am less positive than him however, and certainly don't agree with his closing argument;

And that, my friends, is how expert marketers use the primal structure of storytelling to win your affection.

To me it was a commercial that is completely disassociated with current affairs, our youth and current standings in the world. It's promising on a level that not many of us will ever experience. It was a painting pictured perfect. A promise my generation is exceedingly aware of, is a total façade.