The Drum Awards Festival - Official Deadline

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By Noel Young, Correspondent

February 1, 2013 | 1 min read

Super Bowl surprises are for many a thing of the past . Nearly $4 million is a lot of cash for a 30-second Super Bowl ad, so advertisers need to make it count - by releasing the ad, and teasers, on the web early .

So this year, the clear pre-game winner says Adage is : Toyota. As of Friday morning, the car firm had more than 11 million views on its "Wish Granted" campaign, including 3.2 million on this excellent teaser (seen first) according to Visible Measures, which tracks all views across the web, not just YouTube.

Volkswagen came in at No. 2, with a little over 6 million views, helped by the Jamaican controversy over "Get Happy," but also driven by a teaser with nearly 1.5 million views.