Lorne Gunter also appreciated Audi’s “Green Police” Super Bowl ad:
Far and away the cleverest ad from this year’s Super Bowl was Audi’s “Green Police” commercial for its A3 TDI clean diesel sedan, which is greencar.com’s 2010 Green Car of the Year. It’s easy to find on YouTube and well worth the search. The 60-second spot is a brilliant send up of the excesses of the environmental movement, so brilliant that green and lefty blogs have been angrily denouncing the ad ever since it aired on Sunday during the NFL Championship game.
Too bad nobody told the carmaker it’s OK to laugh at its own production. The company’s timid explanation is that Green Police are “caricatures” designed to gently steer people through “a myriad of decisions in their quest to become more environmentally responsible citizens.” (I am at this moment sticking out my tongue and making a poking motion toward the back of my throat with the index and middle fingers of my left hand.)
To the soundtrack of a re-recording of Cheap Trick’s 1979 hit song Dream Police, the ad features jumped-up little eco cops — often wearing fetching shorts and driving Segway-like, three-wheeled, enviro scooters — harassing ordinary people about the green morality of their everyday consumer choices.
On its website, Audi insists its ecocops are “not here to judge, merely to guide,” yet the first scene of the commercial features a young man paying for his groceries who chooses plastic over paper. Suddenly, a Green Police officer springs up from behind, slams the shopper’s face into the price scanner and exclaims “You picked the wrong day to mess with the ecosystem, plastic boy.”
Yep, that’s both gentle and non-judgmental, alright.
Audi’s ad is an incredibly useful example of how a message can be interpreted in radically different fashion by different audiences. To many in the green movement, Audi is poking fun at their expense and minimizing the danger to the environment posed by allowing people to make their own decisions. To many libertarians, Audi is illustrating the kind of dictatorial control over peoples’ lives that many in the green movement believe to be essential “for our own good”.
