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!