This ad for the Audi A3 was shown during the Superbowl in the US and has kicked up a real kerfuffle. I can’t decide whether it is reprehensible or genius. It has certainly got the green lobby’s nose out of joint with its satire on the perceived self-righteousness of the “eco-police”, but going back to John Grant’s definition of Green Marketing – it’s about making green look normal. This ad is aimed at people who are in the middle third of the green market segments – those who might buy green, but not as a default – by trying to persuade them that this green product is a good product full stop. From this point of view it works.

I still find it a little annoying though…