Friday, February 12th, 2010
Anyone who knows me well knows that I am a big fan of the Indianapolis Colts. But it wasn’t the New Orleans Saints victory over my hometown team in the Super Bowl that upset me the most last Sunday evening. No, what got me miffed was that preachy “Green Police” Audi commercial that I saw during the fourth quarter. (See Barry Eisenberg’s blog post for the details on the ad and why our industry was not amused.)
A splashy ad that paints plastics with a broad “environmentally unfriendly” brush gets me riled up because it places a premium on being funny rather than true. The “Green Police” ad reinforces the same tired and, frankly, ignorant biases against plastics that my SPI team and I have been trying to educate people about since I became president of the association. In 2008 and 2009 combined I personally gave about 50 presentations seen by approximately 10,000 people that centered on how plastics contribute to a more sustainable world. But in one fell 60-second swoop, more than 100 million people saw an ad that preyed on preconceived notions of plastics. (According to the Nielsen Co., more than 106 million people watched the Super Bowl, making it the most-watched program in U.S. television.)
But unfair bias works both ways and I believe the ad also magnified the negative perceptions people have about environmentalists being crazy extremists. The New York Times called the Audi ad a “misguided spot that put the ‘mental’ in ‘environmental.’” Scott Cooney, author of Build a Green Small Business: Profitable Ways to Become an Ecopreneur, writes that the Audi ad:
…quickly turned into yet another perhaps well-intentioned ad that casts environmentalists, frankly, as wack-jobs… Perhaps the most offensive, to those of us in the sustainability movement was where an army of “Green Police,” prowling through people’s trash, finds a battery and storms the house of the offender. While I suppose the ad execs who came up with it thought they were brilliant, I would only imagine most in the sustainability movement, like me, groaned at the implication that people who care about the environment are psychotic enough to prosecute people who choose plastic at the grocery store or don’t compost their scraps. Ugh, Middle America just took another unneeded step away from feeling that sustainability is cool, easy, and normal.
I’ve worked in the plastics industry for more than 20 years and I am so proud of the innovative contributions our industry has made to the automobile industry. That’s why Audi’s ad leaves many of us industry veterans feeling as if we’ve been slapped in the face by a loved one. ”Truth in Engineering” is the name of the advertising campaign Audi launched in 2007 and it is the tag line at the end of the “Green Police ” ad. I wish Audi had given “Truth in Advertising” equal billing.