When the Audi commercial (see below) ran during the Superbowl, one of my sons voiced what I was thinking: it would irritate many of their potential customers.
Why? Because it accepted the “green” assumptions, even as it exaggerated them, as given.
The ad only makes sense if it’s aimed at people who acknowledge the moral authority of the green police—people who may find those obligations tiresome and constraining on occasion, who only fitfully meet them, who may be annoyed by sticklers and naggers, but who recognize that living more sustainably is in fact the moral thing to do. This basically describes every guy I know.
Poor fellow needs to expand his social circle — diversity, man, diversity!
Now go back through the ad. Notice that everyone who gets busted is a man. There are lots more urban and suburban professional males in Audi’s target market than there are teabaggers.
To scratch one layer deeper: what is Audi’s message to these guys who want to be good but find the effort anxious-making? Here’s a way to meet your green obligations and still have a bad-ass car! The Audi A3 is both green and desirable—indeed more desirable because it’s green. Buried deep in this ad, in other words, is a bright green message: prosperity, pleasure, and sustainability can be achieved together.