Super Bowl ad teasers tempt audiences

Companies are paying record amounts this year for TV advertising slots during the Super Bowl—more than $3.5 million for 30 seconds of airtime. Many are also going to great lengths to make sure people tune in by releasing online teasers before the Feb. 5 game. Some of the teasers are short and obscure, like the 10-second YouTube video of Matthew Broderick dressed in a housecoat reprising his Ferris Bueller character, saying, “How can I handle work on a day like today?” (A longer version of the ad, for the Honda CRV, was released this week.) Volkswagen posted a video of 12 dogs barking the Star Wars “Imperial March” song; a caption says “it will all make sense” on game day. Lexus, Coca-Cola and Samsung have also released teasers (Samsung’s videos promise there will be more poking fun of Apple followers). The strategy appears to be working: millions have already tuned in to see the previews.