Who's winning the big game? No players from Denver or Seattle have taken the field yet, of course, but marketers are already competing in another pursuit: the quest for YouTube views and shares.
In this early clash, there's a clear victor: Axe.
See also: The Top 10 Most-Shared Super Bowl Ads of All Time
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Axe's "Make Love, Not War" ad, which features fictional heads of state and soldiers setting aside their weaponry for their paramours, is the most viewed and most shared 2014 Super Bowl ad or teaser so far, netting 3 million YouTube views and 100,000 shares at the time of writing, according to Unruly.

So far, 17 advertisers have released Super Bowl ads or teasers, according to YouTube, versus about 13 at this time last year. The videos have been watched more than 17.5 million times in total, compared to 5.2 million times during the same week last year. Google searches for "Super Bowl commercials" are also double what they were at this time last year.
Not surprisingly, Google advocates putting your ad on YouTube before the game rather than waiting until Super Bowl Sunday to achieve maximum impact. The company points out that ads released before the game received 3.4 times more views, on average, in 2013, compared with those that didn't. However, most views — 185 million — happened after the game. Before the game, the videos accrued 80 million views.
The rest of YouTube's top 10 so far:

The best of the five finalists in Doritos' Crash the Super Bowl contest this year, "Finger Cleaner" is also far ahead of the competition in views.

Arnold Schwarzenegger dons a Bjorn Borg wig and tracksuit and dances weirdly while holding a ping pong paddle. What's not to like?

More Arnold weirdness.

Pepsi, the sponsor of this year's halftime show, imagines what the first half time was like in the Roaring '20s.

All five Doritos finalists.

Don Cheadle, a llama and one very bad pun.

This Time Machine runs on Doritos.

The Full House guys reunite.

SodaStream's new spokesperson is lighting up the chart.
As usual, the most-viewed ads don't exactly correlate with the most-shared. For instance, Unruly reports that the Jaguar teaser below is No. 2 in shares with about 20,000:

The Pepsi ad below was the third most-shared with around 20,000 shares, though it didn't make YouTube's list:

David Waterhouse, a rep for Unruly, says the activity is about on pace with last year, though fewer actual ads have been released this year so far. "No real standouts yet, but that will change next week," he said.