Audi's new TV commercial takes a pointless shot at environmentalists

Sarah Gilbert

In the slog toward greener transportation, cars may be headed in the (approximately, generally) right direction. But even efficient cars still pollute, in the same way that cigarettes with filters and low tar are still carcinogenic. They're better, but not a clean slate by any means. What do you do when your product category is vastly more expensive, and inherently more destructive to the environment, than the alternatives?

For German carmaker Audi, the answer is clear: recast the conversation. Instead of contrasting Audi against bicycling, public transportation, and (ridiculously) the Segway in terms of cost and environmental impact, Audi contrasts them based on fun.