It takes some doing to kerfuffle both the readers of the Daily Kos and, say, Michelle Malkin, but Audi managed to do it during last night’s Super Bowl with its “Green Police” commercial. Here it is:
In precis: Cheap Trick sing a version of their insanely catchy “Dream Police” retitled “Green Police,” in which Americans are busted for using incandescent lights, requesting plastic bags at the grocery store, not composting orange parings and a host of other infractions. At the end, an Audi driver sails past a Green Police checkpoint while a title card appears: “Green has never felt so right.”
The problem is that in our black-and-white, liberal-and-conservative, spell-it-all-out world, no one seems to know whether Audi was making fun of the eco-conscious, or cheering for the eco-conscious — and without that spelled out plainly in Big Capital Letters, those on both sides of the issue could agree on one thing: They didn’t like it. (For similar suspicious, puzzled reactions from polar opposite ends of the eco-spectrum, go here and here. Bonus points if you can count the number of people who say some sort of variation on “I’ve got as much of a sense of humor as anyone, but…)
So what was the intent of the commercial? To get people talking about Audi, of course. And by that standard, it was a success. Did it make me want to buy one? No, but it did make me want to get a copy of Cheap Trick’s greatest hits.
Edited to add: Now CBS News is weighing in on the puzzlement:
Environmentalists weren’t sure whether to celebrate or denigrate the spot. Grist magazine’s David Roberts writes that at first blush it seemed like an appeal “to angry white men with the same old stereotype of environmentalists as meddling do-gooders obsessed with picayune behavioral sins.”
“The more I’ve thought about it, though, the more [that] interpretation just doesn’t quite fit,” he goes on to say. “The thrill at the end, when they guy gets to accelerate away from the crowd, turns on satisfying the green police — not rejecting or circumventing them, but satisfying their strict standards. The authority of the green police is taken for granted, never questioned. If you’re looking to appeal to mooks who think the green police are full of it and have no authority, moral or otherwise, why would you make a commercial like that?”
Conservatives also seem to be split: While Newsbusters writes, seemingly approvingly, of the spot’s “futurist vision of environmentalism running amok,” Bob Ellis called it an “downright offensive” and “presented with too much seriousness to be taken any other way than as approval of such Gestapo tactics.”
And sometimes a car commercial is just a car commercial.
