As per tradition, much of the entertainment value of the Superbowl comes not from the field, but during the commercials.  And just as post-game coverage picks apart every down, so must marketers, advertisers, and enthusiasts must discuss and vote on every ad shown.  While it may not have made anyone’s top 10 list, Audi’s “Green Police” ad was cleverly done and builds on Audi’s up and coming reputation for quality Superbowl Ads.  If you haven’t seen it, take a look below:

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Now that ad has been causing a bit of chatter among environmentalists and gearheads alike.  Some are deriding it as offensive while others defend it as merely satire with no malicious intent.  I would put it somewhere in between.  Yes, it is quite tongue and cheek with the officers wearing awkwardly short shorts, the playful cover of “Dream Police”, and the unexplainable appearance of an anteater.  However, the ad clearly depicts a caricature of the environmentalists who are not just evangelizing their movement, but forcibly pushing their agenda.  But for Audi, they don’t mind offending the hard-core environmentalists because that’s not their target market.

Green-Lite

The demographic Audi is targeting are people who are part of the “green-lite” movement.  These are the people who are trying to be more environmentally conscious with their purchases and habits, but it is not a top priority for them nor do they evangelize their environmental beliefs to others.  This rapidly growing market is a lucrative one that car companies are scrambling to enter; and it is quickly becoming crowded.  Toyota, Chevy, and others are making hybrids the standard for their cars.  On the flip side, VW is using non-hybrid technologies (e.g. BlueMotion) and are able to achieve even greater efficiency without the need for batteries.  They are also able to preserve the driving experience in keeping with a manual transmission devoid of computer-controled electric motors.  Audi is doing  the same thing with the A3, albeit at a more premium, sportier, and less green way.  They are tapping into the altruistic tendencies of a light-green driver who still values significant performance.

So kudos to Audi for winning the “Green Car of the Year”, and to all the car companies that are delivering more efficient cars that are still thrilling to drive.  As a driving enthusiast concerned about the environment, that is the type of progress I prefer to see so I may continue to make driving an enjoyable experience — not just some monotonous necessity like washing the dishes.  The brutish internal combustion engine for all its faults, isn’t going anywhere anytime soon. P.S. Here are Audi’s other great Ads:

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