Saw this Audi ad yesterday and thought it was all wrong from a green marketing point of view – click on it to see it in all its glory.
This just isn’t a compelling message – the car is small and the CO2 is very large. Does “13% less” really motivate the man in the street to act? How does the fact that 3 out of the 5 main ‘words’ in the ad are ‘scientific’ (CO2, 129g/km, 13%) captivate potential buyers? Very weak, in my opinion.
If we compare this with the Fiat ad that I snapped a few weeks ago (below), the difference is quite noticeable – setting aside the more dramatic early morning lighting. This campaign associates green with fun, not just ‘less’. The bold typography and colours reinforce the fun and the car is centre stage. Simple, but effective.