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Audiís Gorewellian Super Bowl Ad
NRO ^ | 2/10/2010 | Jonah Goldberg

Posted on 02/10/2010 9:57:23 AM PST by Servant of the Cross

The ad is absurd, of course, but not nearly as absurd as Audi thinks

I watched the Super Bowl in the chilled air of the G.F.I.S.Z. (that’s Goldberg Family Ice Station Zebra). Here in Washington, we haven’t seen this much snow since at least 1922. The blizzard of 2010 took out our electricity for a day. Digging out from “snowmageddon” was nothing less than an Augean challenge, though my lower back is, alas, less than Herculean. Meanwhile, snow canceled my daughter’s seventh birthday party Saturday and her school Monday. We’re slated for another foot by Wednesday.

Suffice it to say I’m not panicking about global warming right now.

Perhaps that’s why I was bemused and intrigued by Audi’s Super Bowl ad.

Audi’s “Green Police” (available on YouTube) depicts an America where citizens are arrested — roughly — for even minor environmental infractions. A man at the supermarket asks for a plastic shopping bag and has his head slammed against the counter as he’s cuffed by a Green Police officer. “You picked the wrong day to mess with the ecosystem, plastic boy,” quips the cop. When officers find a battery in the wrong suburban garbage bin, one big cop yells, “Battery! Let’s go! Take the house!”

It’s a fascinating commercial. They even got Cheap Trick to rerecord “Dream Police” as “Green Police.” But just as the satire becomes enjoyable, the message changes. Until the pitch for Audi intrudes, you’d think it was a fun parody from a right-wing, free-market outfit about the pending dystopian environmental police state.

The pitch involves an “eco roadblock.” A man driving an Audi A3 TDI is singled out by an inspector. “We’ve got a TDI here,” he says. “Clean diesel,” he adds approvingly.

“You’re good to go, sir,” the cops inform the driver. The smiling Audi owner accelerates to happiness on the open road. The screen fades to black and the tagline appears — “Green has never felt so right.”

So, instead of some healthy don’t-tread-on-me mockery, the moral of the story is that we should welcome our new green overlords and, if we know what’s good for us, surrender to the New Green Order.

Some eco-bloggers disliked the ad because it reinforces the association of undemocratic statism and PC bullying with environmentalism. Perhaps that’s why the New York Times dubbed it “misguided.”

Meanwhile, some conservatives didn’t like it because it makes light of what they believe is actually happening. After all, in America and Europe the list of environmental crimes is growing at an almost exponential rate. The ad is absurd, of course, but not nearly as absurd as Audi thinks.

What was Audi’s intent? Presumably, to sell cars.

“The ad only makes sense if it’s aimed at people who acknowledge the moral authority of the green police,” writes Grist magazine’s David Roberts on the Huffington Post. The target audience, according to Roberts, is men who want to “do the right thing.” He’s certainly right that the ad isn’t aimed at people (whom he childishly mocks as “teabaggers”) who worry that their liberties are being eroded.

But the message is hardly “do the right thing.”

To me, the target demographic is a certain subset of spineless, upscale white men (all the perps in the ad are affluent white guys) who just want to go with the flow. In that sense, the Audi ad has a lot in common with those execrable MasterCard commercials. Targeting the same demographic, those ads depicted hapless fathers being harangued by their children to get with the environmental program. MasterCard’s tagline: “Helping Dad become a better man: Priceless.”

The difference is that MasterCard’s ads were earnest, creepy, diabetes-inducing treacle. Audi’s ad not only fails to invest the greens with moral authority, it concedes that the carbon cops are out of control and power-hungry (in a postscript scene, the Green Police pull over real cops for using Styrofoam cups). But, because resistance is futile when it comes to the eco-Borg, you might as well get the best car you can.

It will be interesting to see whether the ad actually sells cars. The premise only works if you take it as a given that this Gorewellian nightmare is inevitable. But the commercials arrive at precisely the moment when that inevitability is unraveling like an old pair of hemp socks. The global-warming industry is imploding from scientific scandals, inconvenient weather, economic anxiety, and surging popular skepticism (according to a Pew Research Center survey released in January, global warming ranks 21st out of 21 in terms of the public’s priorities).

This week, I don’t want a car that will get past the Green Gestapo. I’m looking for something that can power through the frozen tundra separating me from the supermarket.


TOPICS: Culture/Society; Government; News/Current Events; Politics/Elections
KEYWORDS: audi; automakers; gorewellian; greenpolice; superbowl; superbowlads
Smart. Hack off both sides of the debate with your stupid attempt at humor. Heads gonna roll at that ad agency.
1 posted on 02/10/2010 9:57:23 AM PST by Servant of the Cross
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To: Servant of the Cross

I think the first environmental hazard the Green Police should encounter is lead poisoning.


2 posted on 02/10/2010 10:02:08 AM PST by hometoroost (I am not a crook, I did not have sex with that woman, and I am not an ideologue.)
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To: Servant of the Cross

volvo is what every liberal pos jerk wishes that they drove.
Most of the liberal profs that I had drove a volvo... or a saab.

LLS


3 posted on 02/10/2010 10:08:58 AM PST by LibLieSlayer (hussama will never be my president... NEVER!)
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To: LibLieSlayer

I meant audi... I just met with my CPA and I am upset sorry.

LLS


4 posted on 02/10/2010 10:10:51 AM PST by LibLieSlayer (hussama will never be my president... NEVER!)
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To: LibLieSlayer

I drive an Audi. 6 cyl, 5 valve quattro. And I’m not a liberal pos jerk.


5 posted on 02/10/2010 10:17:28 AM PST by DJ MacWoW (Make yourselves sheep and the wolves will eat you. Ben Franklin)
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To: Servant of the Cross
Hack off both sides of the debate with your stupid attempt at humor. Heads gonna roll at that ad agency.

The only heads that a are gonna' roll at that agency are gonna' roll into a bigger office, and earn a higher salary. If you don't understand what I just typed, then you don't understand advertising.

6 posted on 02/10/2010 10:21:46 AM PST by 1rudeboy
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To: LibLieSlayer
volvo ... or prius? I must admit Schadenfreude at the Prius recall. Imagine the horror and outrage! How unfair that such 'disaster' (snicker) targets such a select group of owners, who have only the world's best interests in their mind. Oh, the humanitee.


7 posted on 02/10/2010 10:21:54 AM PST by Servant of the Cross (the Truth will set you free)
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To: DJ MacWoW
I am astounded that people do not grasp the satire in the Audi ad. It's the kind of ad they would have if Scrappleface were hired to write one. Let the enviro fanatics have their obsessions; we can produce something which meets all their requirements and we can have fun anyway: that is the message.

Unfortunately, I bet the greenies will attack diesels anyway. Mark my words.

8 posted on 02/10/2010 10:25:00 AM PST by hellbender
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To: hellbender
Yeah. I hear ya. And the greenies do attack diesels.

The Problem with Diesel

Diesel engines are a major source of particulate and smog-forming pollution. Diesel exhaust is the most potent carcinogen (cancer-causing substance) in air pollution. And because diesel engines are so often operated where people live, play, work or go to school, they pose particular dangers to human health.

Cleaning Up Diesel Pollution

Diesel pollution is making us sick. Studies show that diesel pollution contains more than 40 “air toxics” including carcinogens and fine particulate matter. When inhaled, these air toxics have been known to trigger asthma and heart attacks. There is also evidence that diesel pollution causes cancer and respiratory diseases. That is why Environment Massachusetts has launched the Campaign To Clean Up Dirty Diesel.

9 posted on 02/10/2010 10:29:47 AM PST by DJ MacWoW (Make yourselves sheep and the wolves will eat you. Ben Franklin)
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To: Servant of the Cross
it reinforces the association of undemocratic statism and PC bullying with environmentalism

Erm, it isn't an 'association.' They are arm-in-arm.

10 posted on 02/10/2010 10:29:47 AM PST by relictele
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To: hellbender
It's the kind of ad they would have if Scrappleface were hired to write one.

Or the Onion. :-)

11 posted on 02/10/2010 10:32:13 AM PST by DJ MacWoW (Make yourselves sheep and the wolves will eat you. Ben Franklin)
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To: Servant of the Cross
My jaw dropped when I saw that ad. It was amazing parody of just what many of us are afraid is coming from the new EPA regulations that don't need congressional approval. The producers must be libs so deep in their echo chamber they didn't get what they were doing. But I'm glad they did it. Hope the ad runs lots more.

That said, who did Audi think this ad appeals to? All I can figure is they wanted male master-of-the-universe types who are superficially liberal and very p.c., but they'll be darned if they're gonna sacrifice any of their toys or comfort to their faith. The ad tells them, hey, it's OK, you can still drive your Audi and run everyone else down with your aggressive driving; all you have to do is buy a diesel.

12 posted on 02/10/2010 10:32:34 AM PST by colorado tanker
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To: DJ MacWoW

I knew about that. Human ingenuity, engineering, and the profit motive have given us an answer to energy independence and air pollution, but the greenies are not happy, just as they are opposed to nuclear power plants, which could do more for those objectives than all the wind turbines anyone ever planned.


13 posted on 02/10/2010 10:35:07 AM PST by hellbender
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To: Servant of the Cross

Gorewelian .... I LOVE IT !!!
I will start using this term a lot.

Thanks Mr. Goldberg, that’s what you get paid the big bucks for.


14 posted on 02/10/2010 10:37:13 AM PST by Lorianne
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To: 1rudeboy

Publicity, good or bad, and the remembering of an ad is good, no matter what?


15 posted on 02/10/2010 10:38:12 AM PST by Servant of the Cross (the Truth will set you free)
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To: Servant of the Cross

Pretty much. I’m trying to think of exceptions, but any I think of don’t really apply in this case (condoning illegal behavior, violence, etc.).


16 posted on 02/10/2010 10:39:37 AM PST by 1rudeboy
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To: Servant of the Cross

The most important aspect of the ad was that it proved the volksgeist was ready and willing to mock environmental nazism. And a public willing to embrace mockery of this sort should be music to the ears of anyone who opposes environmental nazism.


17 posted on 02/10/2010 10:42:10 AM PST by Hemingway's Ghost (Spirit of '75)
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To: hellbender

Greenies don’t want solutions, they want control. This ad was pure theater of the absurd and some freepers aren’t getting it. That’s a shame.


18 posted on 02/10/2010 10:43:30 AM PST by DJ MacWoW (Make yourselves sheep and the wolves will eat you. Ben Franklin)
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To: DJ MacWoW
Did I say that ALL drivers of audis are liberal... no... I said most of the liberal profs that I had drove them. Not everyone that drives an audi is liberal.

LLS

19 posted on 02/10/2010 10:48:17 AM PST by LibLieSlayer (hussama will never be my president... NEVER!)
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To: Servant of the Cross

:-)

LLS


20 posted on 02/10/2010 10:49:01 AM PST by LibLieSlayer (hussama will never be my president... NEVER!)
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To: DJ MacWoW

I drive an Audi. 6 cyl, 5 valve quattro. And I’m not a liberal pos jerk.
*****************

That’s the downside to making generalizations. Not they arent sometimes correct, but there are always exceptions.


21 posted on 02/10/2010 10:59:40 AM PST by Canedawg (FUBO! Just FUBO.)
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To: Servant of the Cross

In part, at least, the ad will be a reality someday.

For my grandchildren:

Smoking: illegal

Mountain climbing: illegal

Running with scissors: illegal

Telling someone being a homo is unwise: illegal


22 posted on 02/10/2010 11:00:56 AM PST by subterfuge (BUILD MORE NUCLEAR POWER PLANTS NOW!!!)
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To: LibLieSlayer

Generalisations are usually a bad idea. A kid at the local gas station has an Audi like mine only a sedan. He loves it. Got it because of the all wheel drive and it’s better on gas then an SUV.


23 posted on 02/10/2010 11:04:30 AM PST by DJ MacWoW (Make yourselves sheep and the wolves will eat you. Ben Franklin)
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To: Canedawg

Yup. And I bought it because of the quattro, it’s a station wagon and it has a honking engine. ;-)


24 posted on 02/10/2010 11:06:56 AM PST by DJ MacWoW (Make yourselves sheep and the wolves will eat you. Ben Franklin)
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To: 1rudeboy

“The only heads that are gonna’ roll at that agency are gonna’ roll into a bigger office, and earn a higher salary. If you don’t understand what I just typed, then you don’t understand advertising.”

Brilliant ad. People are talking about the ad.

Next they will want to know more about the company and the car.

For those who do not know much about cars, Audi is making a BIG deal advertizing their diesel powered vehicles in the US.

In Europe, over 50 percent of new vehicle sales are turbodiesels.

VW Group owns Audi. VW also sells diesel cars, in the same price bracket as others’ hybrids.

At this time, VW/Audi diesels have no direct competition.

VW/Audi would like to sell diesels in the US, so they are advertizing.

VW/Audi, BMW and Mercedes have been developing diesels cars for the US, while the former big three, Japanese and Koreans did not.

The truck people at FR know diesels are good.

*disclosure—Am current Audi (non-diesel) owner.


25 posted on 02/10/2010 11:24:23 AM PST by truth_seeker
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To: Servant of the Cross

BTTT


26 posted on 02/10/2010 11:39:29 AM PST by neverdem (Xin loi minh oi)
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To: DJ MacWoW

I know... but they did put that disgusting ad on, so you need to cut me some slack in the matter.

LLS


27 posted on 02/10/2010 11:50:25 AM PST by LibLieSlayer (hussama will never be my president... NEVER!)
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To: LibLieSlayer; hellbender

I liked the ad as I know that greenies hate diesels. It was excellent theater of the absurd. As hellbender said, it looks like an ad you’d get if Scrappleface wrote ads.


28 posted on 02/10/2010 12:03:59 PM PST by DJ MacWoW (Make yourselves sheep and the wolves will eat you. Ben Franklin)
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To: LibLieSlayer

P.S. And I know that you don’t think I’m a lib. ;-)


29 posted on 02/10/2010 12:10:49 PM PST by DJ MacWoW (Make yourselves sheep and the wolves will eat you. Ben Franklin)
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To: DJ MacWoW

I know that you know that I know that you know that I know that you are not a lib! ;-) I do have a major disdain for libs... I just do not think that they are compatible with sane people.

LLS


30 posted on 02/10/2010 1:05:26 PM PST by LibLieSlayer (hussama will never be my president... NEVER!)
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To: Servant of the Cross
LOL! "eco-Borg"! Priceless.


31 posted on 02/10/2010 1:18:50 PM PST by naturalized
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To: Servant of the Cross

Thanks....I needed that today!


32 posted on 02/10/2010 1:24:50 PM PST by Recovering Ex-hippie (Ok, joke's over....Bring back Bush !)
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To: LibLieSlayer

My girlfriend has a Volvo...damn ticket magnet.


33 posted on 02/10/2010 1:28:36 PM PST by chemicalman
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To: Recovering Ex-hippie

You are very welcome!


34 posted on 02/10/2010 1:32:58 PM PST by Servant of the Cross (the Truth will set you free)
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To: truth_seeker

TOTALLY RIGHT...

I was soooo amazed by that ad, that I am now going to find out what an ‘audi” is all about. Never wanted to do that before.

Rush said the brilliance was that it appealed to both left and right!ha.
“Is that a plastic cup? Ok, get out of the car!”

Plus everybody hates arrogant, out of control, “beaurocratic” police hitting people up for ridiculous infractions...and I support the police who do the heavy lifting for us with the real scum.

BTW, VW makes good cars.


35 posted on 02/10/2010 1:42:49 PM PST by Recovering Ex-hippie (Ok, joke's over....Bring back Bush !)
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To: hellbender
I bet the greenies will attack diesels anyway

Undoubtedly, because the target is our freedom, not "pollution".

Just like all the greenies calling for the use of "renewable energy" and then when a solar power plant is proposed, do everything possible to get it shut down before it's built.

36 posted on 02/10/2010 1:46:18 PM PST by MrB (The difference between a humanist and a Satanist is that the latter knows who he's working for.)
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To: subterfuge

Will shooting the fascist enforcers be illegal then?
Just checking, ‘cuz that’s what will be happening.


37 posted on 02/10/2010 1:47:46 PM PST by MrB (The difference between a humanist and a Satanist is that the latter knows who he's working for.)
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To: Servant of the Cross
...the moral of the story is that we should welcome our new green overlords and, if we know what’s good for us, surrender to the New Green Order.

Jonah gets it. Some here don't.

38 posted on 02/10/2010 1:50:53 PM PST by TankerKC (No government employees were harmed in the slashing of this budget.)
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To: chemicalman

Big engine?

LLS


39 posted on 02/11/2010 4:07:12 AM PST by LibLieSlayer (hussama will never be my president... NEVER!)
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