Audi A3 TDI Clean Diesel - Green Car

Venables Bell & Partners

SUMMARY

In 2010, Audi’s A3 TDI clean diesel model was named “Green Car of the Year” by Green Car Journal and Audi challenged its agency to use this single accolade to make a big impression on America. We needed to use it to build the image of the whole marquee and also help sell the A3 TDI clean diesel model.

We had one shot, which was to use television’s largest stage, the Super Bowl, and we had to make it count. Unlike most alternative fuel cars, the A3 TDI clean diesel, was both fun to drive and powerful and so we needed to recast the promise and sentiment of “green” car advertising. Our strategy was to show consumers that with the A3 TDI clean diesel, green has never been this fun.

The result was the spot “Green Car,” a comedic portrayal of environmental “enforcement” by the “Green Police” and the dramatic escape of the A3 TDI clean diesel. The larger idea of a sensationalized enviro-extremist world was brought to life through online videos, interactive quizzes, and engaging content on Audiusa.com.