Audi vs Environmentalists?

Article: Audi's New TV Commercial Takes a Pointless Shot at Environmentalists
Author: Sarah Gilbert

Audi launched a TV commercial this week that appeared to be poking fun at environmentalists and people who chose alternative transportation to driving a personal vehicle. In the commercial, a bicyclist getting drenched in the rain, a man getting bumped around on a city bus, another man stuck in sidewalk traffic on a Segway, and someone puttering along in a Volvo "powered by vegetable oil" are all depicted looking miserable as the Audi A3 cruises on by. It appears that the concept of the campaign is to compare the car with the alternative methods based on who wants to have the most fun, not on cost or environmental impact. This is an interesting tactic chosen by Audi, especially considering that the A3 is more environmentally friendly than many other comparable cars. Since the launch of the commercial, there has been some negative backlash by those who don't appreciate Audi seemingly mocking their chosen method of transportation. People who dislike the campaign have pointed out that often people choose alternative methods of transportation because they can't afford a car, especially an Audi A3, or because they are trying to improve the sad state of our environment, which isn't really a laughing matter.

I can understand the concept behind the commercial, and even appreciate the idea. It was a slightly bold move on Audi's part and I think perhaps had the commercial been executed differently there would possibly be less disgruntled people. If the Audi A3 wasn't near the top of the list of comparable cars in terms of being one of the lesser environmental evils, then I would find the campaign to be in poor taste. As it stands, I don't think Audi was too out of line and if nothing else, has managed to generate awareness for the A3.

Source: http://www.dailyfinance.com/2009/09/30/audis-new-tv-commercial-takes-a-pointless-shot-at-environmental/print/