In an effort to promote its diesel technology, Audi will air a humorous commercial during the Super Bowl telecast on Sunday that features environmental-crusading “green police.”
“We decided the usual Audi style of subtle and understated would not be appropriate here,” said Audi of America President Johan de Nysschen. “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 60-second spot opens with a shopper being asked whether he prefers a paper or plastic bag. When the shopper chooses plastic, a uniformed officer swoops in, slams the shopper’s head on the price scanner and says, “You picked the wrong day to mess with the green police, plastic boy.”
The green police antics include sifting through garbage cans and finding batteries, arresting a wealthy home owner for using an incandescent light bulb rather than an energy-saving bulb, and rousing a hot tub user for overheating the water.
An Audi vehicle does not appear until near the end, when the green police allow an A3 diesel to pass through a roadblock while keeping other vehicles waiting in a long line.
The commercial concludes with the green police walking up to a standard police car and asking the officer inside whether he’s drinking from a Styrofoam cup.
De Nysschen said Audi decided to promote its diesel during the big game after receiving a “green car of the year” award from a magazine at the Los Angeles Auto Show last year.
“We decided we wanted to use that as a fairly strong platform to communicate environmental awareness and our TDI clean-diesel technology,” he said. “Our message had to be one not aimed specifically at the typical Audi buyer, but one that had more mass-market appeal.”