The document discusses an Audi advertisement called the "Green Police" that aired during the 2010 Super Bowl. The ad promoted Audi's A3 TDI model as an eco-friendly yet high-performance vehicle. It featured actors dressed as police officers arresting people for various environmentally unfriendly acts to humorously suggest drivers should purchase the more fuel efficient A3 TDI to avoid being targeted by the "Green Police". The goal was to appeal to environmentally conscious consumers looking for a stylish, high-quality car while positioning the A3 TDI as the most eco-friendly option.

1. Nick Bridgers
Brittany McKinney
Brent Schneider

2. Audi "Green Police"

3. "Vorsprung durch technik.”
This translates to "Advancement through
technology."

4.  Audi is trying to keep up and produce cars that are
more energy efficient and eco-friendly to fit the
growing demand for green products.
 The Audi A3 TDI uses "clean diesel" technology to
help lower emissions and increase fuel efficiency.
 The ad is talking to consumers who want to be
energy efficient and drive a car that is better for the
environment.
 The main thing Audi wants to say is that the TDI is
more eco-friendly and "green" than other vehicles,
but still carries the Audi name and quality.

5.  Adults (predominantly men) who are in their
late 20s to late 30s who:
 Can afford the Audi prices
 Are car enthusiasts
 Care about status and using their car as a status
symbol
 Are environmentally conscious and want to “do the
right thing”
 Are middle-upper class

6. You can be eco-friendly and still drive
a high-performance, stylish car.

7.  Rational reasons to buy the Audi A3 TDI
 Have a vehicle that has lower emissions and is fuel
efficient
 Have a high performance car
 Emotional reasons to buy the Audi A3 TDI
 Brand loyalty and attachment
 User status
 Hurting the earth if you don't drive a fuel efficient
and lower emissions car

8.  Major copy points
 Green Car of the Year”
 Green has never felt so right."
 What else can be said:
 Audi conducted the Eureka! Diesel Drives the
Future, which was a demonstration to show how
diesel technology has the potential to improve
emissions and reduce fuel consumption.

9.  Logo and slogan
 Sources of Awards- Green Car of the Year
Award was given by Green Car Journal

10.  The ad was extremely successful in meeting its
objectives.
 Encourages being eco-friendly by the car a person
drives and in many other aspects of everyday life
 Catches the attention of someone in the market for a
new car, especially if they want a more efficient
vehicle
 After watching this commercial, the audience should
want to find out more information about the TDI
Clean Diesel

11.  USA Today says the "Green Police" ad was the
most appreciated automaker Superbowl ad in
2010 and the sixth most in the USA Today's Ad
Meter.
 it was the only automakers to make the top ten.
 An article in CBS News states that the ad was
offensive instead of effective.
 "green police" seemed to criticize and make fun of
the green movement, instead of being an advocate.
 Advertising Age thought that this ad was
effective as a broadcast video strategy.

12.  The Super Bowl was definitely the appropriate media
buy
 Created a lot of buzz, even after the Super Bowl
 Over 2.2 million views on YouTube
 Placement of the ad was good
 Ad ran during the fourth quarter
 Honda and Hyuandi were the only other automakers that were
showcased during the fourth quarter
 A thirty-second commercial during the 2010 Super
Bowl was roughly $2.5 million
 This ad ran for a full minute, so the cost was doubled
 After seeing the commercial, the target audience would
be enticed to find out more about the Audi A3 TDI.

13.  Audi extended its Super Bowl buy with other
communications components before the ad
actually aired.
 Audi created a series of public service
announcements that talked about "napkin
abuse," which urged people to only use one
napkin at a time to try to save a billion pounds
of paper each year.

14.  We thought this ad was very effective and
successful, although it received a lot of
criticism and we would not change much
 Would only add more information about the
A3 TDI “Clean Diesel” itself in the commercial

15.  Emotional
 Fear of endangering the earth
 Humor with the "Green Police" arresting people for
not being eco-friendly
 Preemptive
 "Green car of the year"

16. Don’t let the Green Police get you!