How do you talk about the green car of the year in a time where everyone is feeling bombarded by the green movement? What if we changed the conversation about being green to one that rings true? Because if there’s one thing we can all agree on, it’s that being green can be complicated.
The Super Bowl Spot
For Audi “Green Car” we created a new division of law enforcement to show the paranoia and confusion that comes with proper green behavior. The spot consists of several scenarios where people are busted for green infringements. Finally the Audi A3 TDI escapes the stronghold of the Green Police leaving the confusion behind.
Game Day Teasers
We created these two news clips and a unique man on the street perspective of a bust as a way to introduce the Green Police before the main event.
Alongside the teasers, we created two PSAs and an interactive quiz to teach and challenge viewers about proper green etiquette.
Green Police Interactive Quiz
In the interactive quiz, users dictate the narrative of the video by answering a series of questions. This video is an example of one user's journey.
Agency: Venables Bell and Partners
ECD: Paul Venables
ACD: Erich Pfiffer
Art Director: Omid Rashidi
Copy Writer: Ashley Billings
Design: Omid Rashidi
EP: Craig Allen
Producer: Mandi Holdorf
Production Partner: Hungryman
Director: Bryan Buckley
New York Festival
Bronze world medal
Total Adult Impressions delivered
750 million (as of 8:30 a.m. est. 2/8/10)
Unique Visitors to Audiusa.com
on Super Bowl Sunday
80,598 ( vs. 77k in 2009)
Increase in Traffic to A3 TDI Model Page
USA Today Ad Meter
#6 (out of 64), Highest automotive brand
(12th in 2009, 42nd in 2008)
Yahoo Super Bowl Ads - 1 of 16
"Best of 2010"
Viral Video Chart (on 2/8/10)
Bob Garfield of AdAge puts Audi among top advertisers saying, "The Green Police, overzealously tracking your carbon footprint. Very funny, for all the obvious reasons. And the Audi turbo-diesel is a fine-looking Get Out of Jail Free car(d)."
CNET, "Audi Wins Super Bowl."
"As Audi introduced such crimes as the 'compost infraction' and 'incandescent light bulb possession,' the company's image rose high above that of those who tried to use crudity, underpants, more underpants, bad (as in unfunny) sexist jokes, animals, children, more animals and a college quarterback trying to tackle his mother to further their cause."
“A sophisticated, lightly humorous way to get across the idea of the low-carbon emission diesel engine,” says Bill Oberlander, chief creative officer of Cossette New York
Audi 'Green Police' Slays in Super Bowl Ad Wars: "Lots of pre-game chatter about which automaker would come out on top..., but once the last of the confetti settled, Audi stood clear from the pack." - Bill Visnic, Senior Editor
New York Post, "Brilliant"
“I thought (the Audi ad) was brilliant,” said Richard Kirshenbaum, of Kirshenbaum Bond Senecal Partners. “The concept of being arrested for added consumption, it addressed larger issues in society.”
NPR, Living on Earth
"The Green Police have landed (Audio) "