"Worst (green) Superbowl commercial ever — or best?"
I’m glad the Saints won, but I must say my first reaction to this commercial by Audi was not positive:
I’m a big fan of humor but …
… I’m not sure the German car company understands that the idea of “Green Police” they are spoofing is, in fact, precisely what many conservatives in this country actually think is the primary reason people who care about the environment — the apparent target audience of this ad — are trying to get the nation to take action on global warming (see “The real reason conservatives don’t believe in climate science“).
Environmentalists are Gaia’s priests, instructing us in her proper service and casting out those who refuse to genuflect”¦. And having proclaimed the ultimate commandment “” carbon chastity “” they are preparing the supporting canonical legislation that will tell you how much you can travel, what kind of light you will read by, and at what temperature you may set your bedroom thermostat.
None of this means the commercial can’t or won’t be effective.
But I do wonder about an advertising strategy whereby you basically poke fun at (some exaggerated version of) the zealousness of your target audience and would-be customers — people who care about the environment. And I’d say even more here because Audi isn’t perceived as a green car company, so they aren’t poking fun at themselves, a typically much safer strategy. See more of Audi’s whole “Green Police” campaign here.
Of course, it’s possible Audi isn’t actually targeting people who actually care about the environment….
Anyway, that’s just my first impression. I’d love your thoughts.