The wonderful online political newspaper Spiked linked to this pathetic ad by Greenpeace campaigning against the use of 4x4s in cities.
From Shirley Dent at Spiked:
"Have you ever seen such a petty-minded, dimwitted, teenage-angsty little film? This is bitching dressed up as a serious debate. It is also dripping, you will note, with a kind of loathing for the ‘wrong’ sort of aspirational lifestyle. A Greenpeace press release to accompany the ad says: ‘The advert satirises the aspirational images and glossy marketing used by motor manufacturers to encourage car drivers to purchase an urban 4x4. In the film, a city employee encounters disdain from his fellow employees, but only at the end of the film does the viewer learn why – he owns a city gas guzzler."
"It seems that Greenpeace is somewhat red-faced about the bad reaction to its ad – which might explain why you probably haven’t yet seen it on TV or in a cinema. For all the money spent on making the ad, there is now little mention of it on the main Greenpeace website, and on other green-leaning websites, and the video-sharing site YouTube.com, there is much vocal criticism of Greenpeace. On YouTube, one user says: ‘They hate a man for the car he drives? That shows how loving they are as fellow humans.’ Greenpeace, it seems, has been hoist with its own green petard. I should think so, too."
Notwithstanding the fact that 4x4s are a pretty lame target for Greenpeace's efforts, this is a terrible ad both in strategy and execution. Next time they might want to do more than "take advice from advertising industry insiders" as it says on their press release and actually actually bring an agency in on a pro bono basis to work for them. AdJab puts it well:
"The ad shows a man going about his daily routine at work while his co-workers ignore him, talk behind his back, flip him off, spit in his coffee, and affix a sign to his back that reads, "I am a prick." The man, however, appears to be a perfectly nice and amiable gentleman. In other words, the only people who come off as a-holes are the ones who are all ganging up on this one man. There is nothing in the ad that explains why one shouldn't drive an SUV, and the only impression one is left with is that everyone this man works with is an arrogant jerk. The idea might have worked if the man had some shred of malevolence to him, but he doesn't, and by the end you just feel bad for him, and couldn't care less what he's driving."
More comments on the ad here at Autoblog and here at Treehugger.