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1. Marketing 339
Assignment #3
By Elizabeth Kulin
Most effective Super Bowl ad:
Audi: Green Car
The Audi car commercial, that depicted a team of “green police” arresting various people
committing common non-environmental acts, was one of the most effective Super Bowl
commercials of 2010. The goal of this ad was to increase brand awareness about their
environmentally friendly A3 TDI model (a clean diesel car). The creative developed a
memorable and likable story that the audience could enjoy watching, talk about with
friends, remember easily after seeing, and relate to the product. Additionally, a short part
of the commercial included a text shot that informed the audience that this model was
“Green Car of the Year” by Green Car Journal, which added credibly to the claim that
this car is a green automobile. The target market was easily understood to be individuals
who are interested in living an environmentally safe lifestyle, potentially might believe it
is criminal to not try to live a green lifestyle, and who believe that driving a green car is
becoming more socially attractive (i.e. the right thing to do). I believe that this
commercial was additionally successful and effective because it not only speaks to this
target market, but also another. Besides speaking to the individual who already believes
in environmental lifestyles, it also attempts to speak to consumers who are yet to have
made the transition into a green lifestyle (those who do not compost, use energy effect
light bulbs, or recycle properly). It does this by not just implementing humor into the
“green police” stories, but also a threatening message to those not yet converted. This
scare tactic could effectively reach such consumers, convert them into green consumers,
and in turn increase the size of the Audi A3 target market.
Least effective Super Bowl ad:
Emerald Nuts and Pop Secret: Awesomen
The commercial developed by Emerald Nuts and Pop Secret popcorn was set in a
swimming pool and portrayed adult human beings acting as sea world mammals. These
adults were performing aquatic tricks for treats, which were Emerald Nuts & Pop Secret
snacks. It was difficult to tell, but I believe that the goal of this ad was to convey that
these snacks are so desired that adults will do anything for them (even act this way).
Therefore, the target audience is (seemingly) adults who enjoy snacks. Unfortunately, I
do not believe that the commercial portrayed the beneficial attributes of theses products
in an effective way that would motivate adults to desire them. The setting of the
commercial, specifically the depiction of the adults acting and begging as sea world
mammals, is so unrealistic that I do not believe an individual in this target market would
ever find themselves relating to the situation. Additionally, since the plot of the
commercial was so unrealistic and unrelated to nuts and popcorn products I do not
believe that future recall among the target market was enabled (i.e. will occur). The
commercial did not show the products as attractive food items to consume, nor did the

2. commercial portray a realistic time/situation that the target market would want to
consume the food. I feel that this commercial was attempting to be extremely creative,
and in doing so neglected to implement or achieve an effective marketing objective.