There were a number of tremendously stupid/inane/disgusting/unfunny commercials during yesterday's excellently played Super Bowl, but Audi's A3 TDI "Green Police" spot stood out from the rest. No commercial was as insulting, irresponsible, and potentially damaging as the German automaker's 60-second ad. Well done, Audi.
I've always liked the A3, and think a greener, TDI version is awesome--hell, I'd even consider buying one--but I couldn't have been more disappointed with the ad. Audi's spot makes environmentalists seem like fascists,1 and probably convinced millions of Americans that they're not to be taken seriously. The A3 TDI may very well be the "green car of the year", but Audi's commercial did far more harm than good. It completely patronizes thousands of individuals that are working (or volunteering) for a greater good, all in an effort to sell a car that may or may not be marginally better for the environment.2 At a time when environmental responsibility and "green living" seem to be reaching something of a tipping point, this was the last thing we needed.
I'm assuming the "creative" decisions behind the ad were the responsibility of a jackass-laden ad agency, but Audi had to ok the spot, and should bear the brunt of the responsibility. Regardless of who had the final say, it's clear that both companies shit the bed.
1 I promise this isn't a jab at Germany's, uh, checkered past. I read the description on ESPN and thought it captured my sentiment perfectly.
2 Marginally better than other new cars, not better than walking, cycling and taking public transportation.
Monday, February 8, 2010
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5 comments:
Funny you say this. The readers of Autoblog.com have actually voted this their favorite car commercial of the Superbowl (so far).
http://www.autoblog.com/2010/02/08/poll-what-was-the-best-super-bowl-car-commercial-of-2010/
There was also a post about an apparent Nazi squad referred to as the "green police."
http://www.autoblog.com/2010/02/01/how-a-blogger-can-cause-audi-a-headache-over-green-police-super/
I hadn't thought about it portraying environmentalism in a negative way until reading your post. I do tend to agree, but am at the same time ashamed of the type of people that would let this type of thing deter them from recycling, etc. I am sickened when people know the right thing to do, yet deliberately choose not to do that--seemingly to spite those responsible enough to do what's right.
The most common example of this I have run into is people either becoming angry or continuing to use poor grammar after I have corrected them. Choosing not to recycle is right up there with that though. Recycling has become so easy I feel like it almost should be a crime not to do it. Maybe this ad is on to something...
I can't understand why people continue to purposely do things that make them seem stupid/ignorant/irresponsible.
Thoughts?
As I'll discuss in a post later this week, I think ignorance is the biggest issue at play here. Using the example of recycling -- most Americans seem to be ignorant as to what's recyclable, and why they should bother in the first place. How this is possible in this day and age is beyond me (I personally don't find what is and isn't recyclable the least bit confusing), but it does seem to be the case.
As to your point: people don't like being told what to do, particularly if they have lived with a silver spoon in their mouth. When an add like the aforementioned Audi ad comes on the air, and displays people with a valuable message as total assholes, it will make people on the fence as to whether they should heed their advice go the other way. The ad is probably successful in terms of selling lots of cars, but I think it will have a net negative effect on the greater good.
The New York Times' take on the ad:
AUDI -- Officious “green police” punish citizens who are not sufficiently eco-conscious, but an owner of an Audi A3 TDI with clean-diesel technology drives away scot-free. This misguided spot put the “mental” in “environmental.” Agency: Venables Bell & Partners.
Thoughts (not necessarily opinions) on the ad from USA Today.
I hate this commercial, so I am going to share it with you
The majority of America watches the Super Bowl, so I'm guessing most of the [few] people that read this blog saw the commercial live. Are you saying we shouldn't discuss things we find wrong?
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