Audi's Green Police Campaign

With Super Bowl LI now in the rearview mirror, it is time to reflect on the past season. For some this means watching old games, following the upcoming NFL Draft, and free agency. While others who are most captivated by the secondary attraction to the big game watch some of the best commercials to air during past Super Bowls. This brings me to the 2010 Green Police campaign for the Audi A3, which was masterful in delivering a memorable message to their target audience. See for yourself:

Audi has clearly identified their target audience for the A3 as middle to upper class, middle aged, white males. This is notably addressed throughout the ad as the main figures are all middle aged, white males. Also, the setting is suggested on the police cruiser shown at the end of the ad as Bridgeport, Connecticut, which is a predominantly white, middle to upper class community. 

Aside from identifying their target audience, Audi used comedy to navigate environmentalism in an effective way. The comedic elements of the ad, allows Audi to align their company with "green values" while also exploiting environmentalism's common mock of embellishment. Without the use of humorous content, the message of this campaign would likely be subject to backlash from environmentalist groups for making light of an important world issue. Instead, the majority of viewers come away laughing at the ad, and associating "green values" with Audi vehicles.

With respect to the endless list of other memorable Super Bowl commercials, Audi's Green Police campaign from 2010 is my favourite. What is your favourite Super Bowl commercial? Let me know below in the comments section!