This isn't just any commercial. It's Volkswagen of America's one-minute Super Bowl spot. Usually secretive VW let USA Today behind the scenes to observe the filming of this spot three weeks before the Feb. 3 big game. The pressure is hotter than the unforgiving spotlights. VW won't say what it's spending. But with the price of commercial airtime on the CBS game broadcast and the cost of producing and promoting the spot and its social-media teaser, Volkswagen could spend close to $10 million — far more than any other single marketing expense on tap for the German carmaker in 2013.