'Green Police' Brutality
Audi takes an uncharacteristic tack with its Super Bowl ad
Audi is hoping to take advantage of that fact with a commercial whose tone and delivery go decidedly against the brand's image of refined luxury.
The "Green Police" spot is meant to shill for the Audi A3 TDI, the diesel that won the Green Car of the Year award at the recent Los Angeles Auto Show. Audi of America President Johan de Nysschen said that Audi decided to promote the car after it won the award and that the company "decided the usual Audi style of subtle and understated would not be appropriate here. We knew that it needed to be a bit bolder and that humor is a very effective way to make an impression during the Super Bowl.”
The ad's script follows the antics of the Green Police as they stop grocery shoppers from using plastic bags, hassle a hot-tub user for overheating the water and arrest a homeowner for failing to use fluorescent bulbs. We haven't seen the actual ad yet, but you can check out the flavor of the spots by heading over to YouTube and searching for "Audi Green Police," where some early marketing efforts have already sprung up. As you'll see, the tone -- dead straight dry with a calculated, knowing air of ineptitude -- is straight out of Reno 911.
Which of course raises the question: Even if humor is the most effective way to be remembered during the Super Bowl, can it still be considered a positive effect if the result is in stark contrast to the brand values you've spent decades reinforcing? Could Audi actually be doing damage to its image, or is it nice to see the company not taking itself too seriously, a la Lexus (in my mind, the saccharine De Beers of auto commercials)?
EXPLORE NEW CARS
MORE ON MSN AUTOS
ABOUT EXHAUST NOTES
Cars are cool, and here at MSN Autos we love everything about them, but we also know they're more than simply speed and style: a car is an essential tool, a much-needed accessory to help you get through your day-to-day life. What you drive is also one of the most important investments you can make, so we'll help you navigate your way through the car buying and ownership experiences. We strive to be your daily destination for news, notes, tips and tricks from across the automotive world. So whether it's through original content from our world-class journalists or the latest buzz from the far corners of the Web, Exhaust Notes helps you make sense of your automotive world.
Have a story idea? Tip us off at firstname.lastname@example.org.