Audi and the Super Bowl Social Media Shit Storm

For a company such as Audi naming their campaign after a campaign responsible for the execution of millions of Jews in the Holocaust of the Second World War is pathetic.
Wont be surprised if they have serous backlash and that too from their own country men.

Gag, this nasty chunky ad is still making the rounds... Ya know? You missed the correlation between Audi's Green Police ad and all the previous creepy ads from the brief Electric Car era, where car companies used bizarre, unpleasant ads to "Unsell" a great group of zippy autos that would have helped prevent the current global urgency. Not to mention a new war. Audi's hefty diesel SUV is not really *that* green and this creepy ad is shaped perfectly to target middle-aged white men and get them to jerk that knee on something. This ad will only attract people who actually hate environmental care, don’t understand the correlation between environmental abuse and illegal immigration or increased taxes, but still wanting to grab a tax break. This smells like anti-green propaganda, not sales. The target is Teabaggers. Audi and all the rest could trot electric cars off the factory rack within months, which would get over 3 times the mileage. The lack of engine vibration in battery-run autos would also prevent considerable wear and tear on the vehicle and the ensuing repair bills we have to pay.

Personally, I have to think that fewer replacement part sales have to affect how totally auto and oil are married to each other. But paying to fix your SUV doesn't make you happy or rich. http://www.cnn.com/2006/US/07/25/paul.commentary/

I don't care if two Jewish people say this is ad is not offensive. I'm sure their were Jewish leaders supportive (of you know whom).
The ad campaign is some strange propaganda message in line with a current worldwide political movement of Global Warming/ Carbon Tax. That, by the way was the genesis of the Nazi Party, and the Communist party. Yeah, that's right....both sides were funded by the same people. This is a fact, that can be easily read in the Library of Congress. You can just look up"trading with the enemies act", and cross reference Prescott Bush. Even without history knowledge, people can smell B.S., that is why these ads are going to continue offending people...

I appreciate your story here, Danny. I wasn't involved in the pre-Super Bowl (following the campaign or reading your post)hype for the program. So I saw the commercial "blindly" during it's run on the Super Bowl. I enjoyed it's tongue-in-cheek humor and felt it was poking a bit of fun at the whole green movement. That being said, I have heard a lot of commentary post-airing and must admit, I haven't heard any controversy surrounding the Nazi connection. Just both sides arguing over who's on the wrong side of this eco-debate. I only say that as an outsider looking in and not debating in this echo chamber (not to offend here - lack of a better term). I live just outside of Manhattan and work in the New York area, so I felt that I should just post this for you. It's still an interesting take, and not one that should be taken lightly particualarly from a PR stance. I'm also noticing, though, that people are just getting fed up with PC commentary (again not from this venue but more from the talking heads on TV and radio - and Washington) on what's proper and improper to talk about - maybe that's carrying over to this debate? I don't know. Keep up the good work.

Outside of Israel no one knows that the Green Police is the law enforcement agency for environmental regulations in that country.
When I heard the term Green Police in the Audi commercial during the superbowl I instantly recalled everything I'd ever read about the Green Police of Nazi Germany and Nazi occupied Holland and of all the otrocities that they committed.
Audi needs to pull that commercial and hope that this all goes away quickly.
People need to let Audi know that this nonsense will not be tolerated.

Here is one for ya Danny boy. I have never been so offended by something on TV EVER!!!!!!!! So much so I was suppose to pick up a TT for my daughter as a belated birthday present. But after watching the Nazis on TV during the superbowl I will instead demand my security deposit back and will be getting in touch with corporate to express outrage.
In case you have not noticed the neocon fascist global elite are trying to install a New World Order and the Police are a Very real Concept in the USA right now.

so who in the F@)!K do you think you are to pull this kind of crap. I promise I am not the last American offended by this. Get ready to lose lots of business and I think it is time for a global boycott on the Nazis audi and Danny boy.

Well, it DID allow them to go viral. So maybe they did it on purpose?
.-= Jamie Harrington´s most recent blog post ...Winner of the Farm Animals Autographed Book =-.

I just posted this on Fourtitude. I had access to Audi execs this week and did some inquiry. It'll help everyone here make a more informed decision as they can now see the other side of the story and it answers Danny's original question.

Begin Post...

Late last week we covered a story about a blogger who equated the 'Green Police' theme of Audi's upcoming Super Bowl ad campaign starring the A3 TDI to a Nazi-era German police unit known as the Ordnungspolizei (translates directly to 'Order Police'). It seems that a Googling of the term provided the author or his source of the obscure nickname of 'Green Police'. Given Audi is German and so too were the Nazis, the author drew a comparison suggestion that he believed Audi had used poor judgement or hadn't researched the term, using the ad either ignorantly or despite any supposed known offense the ad might represent. The story has since run on Autoblog.com and Jalopnik.com, prominent blogs in the auto industry, and has made ripple further on Twitter and amongst blogger Danny Brown's own readers - many of whom seem to be in the business of PR or social media consultancy and not entirely without interest in the matter. For the record, I write this while at the same time being editor in chief of an Audi-focused online magazine and have my own obvious interest that also comes with a fair degree of expertise with the company in question.

I have been able to hear Audi's side of the story and have also previewed the ad in question. The ad won't air until the Super Bowl but I can give you the story from Audi's side rather than rushing to judgement and share a basic synopsis of the ad. First, let me start by quoting the question Danny asked.

"The implications of Audi’s choice of name for their campaign could be huge, especially since Audi is a German company. The first question is obvious – didn’t anyone at Audi’s PR or advertising arm/agency do any research?"

The short answer to Danny Brown is 'Yes, they did research it and followed up that research with further due diligence as a result of the story.' As Audi initially checked background on their ad concept, not one person with whom Audi inquired drew any association with the term 'green police' other than the obvious timely reference to environmental matters. To quote Audi representatives "We researched the term. We tested the ad concept with focus groups. We sought input and reaction from key organizations, including the Jewish community, and we sent out a press release that went to thousands of media, and not one reaction."

Since learning of the public questioning of Audi's judgement in the matter both on Twitter and Danny Brown's blog, Audi of America immediately consulted several notable and prominent Jewish community resources including the Anti Defamation League and the Holocaust Museum. Further, I am told by Audi that the holocaust museum went further with the inquiry by asking the opinion of several holocaust survivors. Rather than an anonymous Google search or user-edited Wikipedia reference Audi took the time to go to those who could directly speak for the Jewish community and not one reference felt the term 'Green Police' insinuated anything other than environmental awareness enforcement. It's been mentioned several times over during this debate that Israel themselves have an environmental unit known as the 'Green Police' as do many other countries.

From everything I have seen, Audi takes this matter very seriously though I suspect they have largely stayed away from responding to it so as not to give it any more merit than it is due. The reality of the situation is that there was no malicious intent, no wanton action, no lack of care in deciding upon the campaign.

Danny Brown mentioned his attempt to make contact with Audi of America. My source says they have no record of a Danny Brown attempting to make contact for a response. The only inquiry that came through via the usual PR channels arrived through contacts listed on the original press release and that inquiry was from Ari Herzog, a commenter on Brown's blog who originally argued against the merits of the post based on Israel's own 'Green Police' unit. Brown may have attempted contact but Audi is unaware of what method he took and would have known had it come in the expected PR channels a member of the media like Danny Brown would be expected to use.

Yesterday Danny also responded to a reply on the subject posted by Audi on Autoblog.com. It reads...

"Update February 01 2010: Audi has issued a response to the post, which you can find here. While their response is sound, they may also wish to look at this resource from the Jewish Virtual Library vaults." (Ling Above in Danny's Post)

I just did my own quick search and the word 'Green' is nowhere on the linked page.

Tonight I was also able to preview the upcoming Super Bowl ad. In it are the same Green Police comedic enviro cop unit as the preview videos. The ficticious group of slightly inept environmental do-gooders is used to show that simply being green or environmentally aware isn't always easy to determine. Toward the end of the ad there is a product shot of the already confirmed Audi A3. The message is not one of violence and simply one meant to raise awareness of Audi's TDI Clean Diesel movement and that it is one way you can be green. The ad is light-hearted and, in my opinion, rather innocently plays at the environmental theme.

Will this post end the discussion on the matter? Likely not. World War II was a tragic portion of world history and far be it from me to tell someone what should or shouldn't offend them. My hope though is that people will see both sides of this story and perhaps be a little less judgmental about a company and line of automobiles for which I have a lot of respect and share a strong affinity. I know these people. These are good and thorough people who've created one of the best marketed brands in the industry through as much attention to detail in marketing as they also instill in their cars. I find it unfortunate that many without any knowledge of the situation and a tenuous association based on a wikipedia entry would pass judgement and I do hope that this post will at least educates those so that they may make an informed and intelligent decision of their own.
.-= George´s most recent blog post ...Audi Sport Plans R15 "plus" Test Run in Le Mans Series Round at Le Castellet =-.

Danny has updated this post. Before commenting about how he's a Lemming and those of us who felt the news disturbing are also lemmings (and whatever other trash talk you got cooked up) take a look at the actual post and read his update at the bottom.
.-= Ct Kingston´s most recent blog post ...The Death of Sex =-.

I can definitely see why folks are in an uproar. With this great little invention called the internet, mistakes like this she not be made. Cover your assets people.
This is a PR nightmare! Time for some crisis management!

GREAT POST!

Holy Mutha! It's outrageous! I can't add much to the multitude of great comments above... Thanks for pointing this out to me and all of us. I'm as appalled as anyone should be. How can anyone be so daft and get paid so much for it?
.-= Christina Kingston´s most recent blog post ...The Death of Sex =-.

I understand the hard feelings about Nazi Germany BUT please calm down a little. A google search for The Green Police just now - give you these results among others (below).

If Israel, New York City and Bangalore have no problem with the green police, why should Audi and you?

The Green Police of the Israel Ministry of Environmental Protection http://www.sviva.gov.il/bin/en.jsp?enPage=e_BlankPage&enDisplay=view&enDispWhat=Zone&enDispWho=green_po&enZone=green_po

NYC Green Police http://planetgreen.discovery.com/work-connect/nyc-green-police.html

Bangalore Green Police http://www.thehindu.com/2009/07/21/stories/2009072155010500.htm

Maybe we can keep the things in perspective AND

NO: Audi ist not paying or instructing me to post this
YES: I like Audi cars and drive one

Well,
don't get me wrong, but this just sounds like a bunch of PR-junkies with an overly destructive concern about political correctness. I mean, right, there's this past - but shouldn't we rather talk about that this add campaign as a whole is total crap? What does this have to do with Audi - that is to say with DRIVING A CAR or if you want CLEAN DRIVING.
People watching won't recognize AUDI let alone get the Nazi take of the GReen police.

This is not a big deal. Some dumb blogger pretending he's Woodward and Bernstein and making this into some big scandal, which it isnt. Audi is a quality auto manufacturer, who made a simple mistake, on a phrase that im betting no one else on this site had ever heard of before today. They'll probably just pull the ad and move on.

Actually, what's even worse, assuming this does generate heat, is the connotation that environmentalists are like nazis. The "Green cop" thing is clearly meant as a tongue in cheek joke, so I laugh, but some folks hear the term "green" and "nazi" together and all kinds of idiocy transpires....
.-= Nick Aster´s most recent blog post ...SEC Votes To Issue Guidance On Climate Change Risk Disclosure =-.

Fascinating slip up, but I have to agree it probably wont generate too much heat. What I wonder is, will there be a backlash against Audi for claiming "green cred" when their best vehicle is still miles behind a Prius in terms of mpg? The ads are quite funny, however.
.-= Nick Aster´s most recent blog post ...SEC Votes To Issue Guidance On Climate Change Risk Disclosure =-.

So the basic contention is that it's somehow wantonly insensitive on Audi's part. I'm of the belief that if the name is proper enough for Israel to use then its content is universal and thus neutral and not insensitive. I somehow doubt Israel would use uniquely and immediately identifiable Nazi terms such as Gestapo or SS. Yet they do use 'Green Police'. One would think if any country or group had a right to be sensitive on the issue it would be Israel, yet there they are using the name.
.-= George´s most recent blog post ...New Driver Trio for the Audi R15 TDI =-.

From what I have seen the work is so bad and uninspiring it won't matter. Then again, in the world of viral, you never know. As for the name, if the press makes a big deal of it then it will be an issue. But I doubt otherwise that anyone will take notice. Kudos for calling it out, does point out an incredible insensitivity, especially for a
German company.
.-= Edward Boches´s most recent blog post ...What you really want to be is a brand that’s loved =-.

First in the spirit of full disclosre I want to clarify that I do run a website that centers around Audi and their products and I do know people in their marketing dept and at their American agency who likely created this. I have not spoken to them on this subject. All of that said...

I have a beef with today's journalistic and blog environment where comments like the infamous 'lipstick on a pig' are blown out of proportion by those who wish to manipulate or make a story out of a non story in order to drive prominence or viewership. I don't know the author of this piece, but use of salacious words like 'shitstorm' in the title are enough to make me further ponder the motivations behind the piece. Audi is a hot property, and German and making a case for its association with the Nazis seems like a great way to drive traffic.

I think the premise of this report is a total reach. First, the police unit in question (according to Wikipedia and the much-referenced Google) was named the Ordnungspolizei and not the "Green Police".

They were called "Green Police" (actually not Green Police but equivalent in German) by the general public of the time because of the color of their uniform. Incidentally, the German police today wear green uniforms and I'd challenge those who insist on seeing a parallel between Audi's reference and the Ordnungspolizei to walk up to any modern German policeman and also accuse him or her of being a Nazi because he still wears a green uniform? I mean, why not right? How could the German police be so careless, so insensitive?

In the reality of today's schema 'green police' represents enforcement of environmental laws or rules. That Israel refers to their own environmental unit as 'Green Police' is enough for me to end debate about the merits of the term's must-be 'Nazi' ownership. It's a general term and thus a slippery slope.

If you're going to go after Audi (of America BTW, not Audi Germany) for using a general term also loosely associated with the Nazis then why not go after any German entity using any loose association? Nazis also used the colors red and black and the image of the eagle. Should that keep any German from ever using the colors red and black or the Eagle lest he be accused of being a Nazi? Somebody better write a blog post then about the German national soccer team because their red and black uniforms feature a logo with an eagle.

http://en.wikipedia.org/wiki/Germany_national_football_team

Also, for context, these are teaser videos made to drum up interest in the eventual Super Bowl ad. The ad is known to focus on Audi's A3 TDI diesel, which gets 42 mpg highway. The ad has not yet been shown publicly and will debut during the Super Bowl, so the actual context of the Green Police or how they play in the commercial remains to be seen.

The company is a leader in diesel, races it at Le Mans and is also a leader in lightweight production having produced some of their vehicles in aluminum since the 1990s. They have both hybrid and all-electric models in the pipeline that will be for sale on the market within a year and built their first series production electric/diesel hybrid in the 1990s when the Prius was but a sparkle in Toyota's eye. So yes, they do have green cred.

I find it hard to believe that the marketing team from Audi isn't aware and cautious of all aspects relating to the Holocaust, Hitler or genocide. I think they decided that 'green' has a new meaning today - and took the risk. Personally, on the anniversary of the liberation of Auschwitz - I have to say it's tacky and lazy. They could have spent one more hour coming up with a new name.
Perhaps Audi is banking on all the conversation this controversy will drum up - but they will certainly lose points on many levels.
If you believe that all PR is good PR, I think you're just excusing failure. Everyone makes mistakes. Hopefully Audi will learn from this one.
.-= Alisha Paul´s most recent blog post ...Teen writers: Get your work published with Inkpop =-.

Unbelievable. In this age where we have a multitude of tools for research, it seems this key function of good PR was overlooked. I hadn't heard about this so thanks for bringing it to our attention, Danny.

Sorry, I don't find that convincing. I mean, the Green Police was Germany's "Ordnungspolizei" during Hitler's reign. As pretty much every state institution it was somehow involved in all those terrible crimes. But basically it dealt with accidents, crime of all sorts...you know what I mean. Sure, Audi and the agency should have checked it. But don't make it bigger than what it is. It's not like calling it the SS. It simply isn't the same.
.-= Gerald Hensel´s most recent blog post ...Ad spoofs. And now here comes MAFIA WARS. =-.

Wow. I'm obviously late to this party, but thanks for flagging it Mr. Brown. I think I agree with everyone else here that is wondering why on earth the company did not conduct a Google search in advance of the launch. Perhaps they did and didn't consider it a big deal because it was 60+ years ago? Don't have any idea. The name of the group isn't necessarily offensive to me, but the use of it is in very poor taste.
.-= Chuck Hemann´s most recent blog post ...WPP CEO Shares Advertising Outlook =-.

Hi Danny:
I'm personally speechless over this to say the least and am very curious about what's going to happen next. This is why I'm a huge proponent of integrated marketing communications. Something was lost in some area of the marketing department when this campaign was being conceptionalized (beyond just shitty research). Guess the quote "The path to hell is paved with good intentions" is very applicable here.

They need to fix this and be honest about what the heck they were thinking.
.-= Anna Barcelos´s most recent blog post ...Five Confessions of an Integrated Marketing Communications Marketer =-.

Enjoying your content Danny.

I don't think time heals this wound esp b/c the Holocaust is a time and lesson we shouldn't forget.

Genocide is like that.

Thank you for this information!

In this case, the saying, "No PR is bad PR" may not apply.

The Franchise King®
Joel Libava
.-= Joel Libava´s most recent blog post ...The Decade That Changed How We "Talk" =-.

I see two sides to this... The first is that I don't see anything wrong(other than being uncreative) with using Green Police. In modern times almost everyone would associate that with environmentalist police and not even think of the past. The second side is that a company the size of Audi should really have thought a little more about the whole campaign since some people will associate it with the past.

Funnily enough, Apple isn't immune to a lack of research when naming a product... Mad TV did a skit about an iPad almost 3 years ago, and its not what apple is selling!

http://www.youtube.com/watch?v=FTzhXMbOWHE

So many unpredictables when it comes to PR but this blindingly obvious. A German company that links a campaign to its Nazi past - unforgivable.
.-= Karen Swim´s most recent blog post ...Unleash Your Passion for a Perfect Performance =-.

I believe Audi did their homework, and knew what the name meant. But that just makes it all the more sad.

And the guy who called Danny an "idiot journalist" - people that resort to name calling... seriously?

Why bother reading the articles and commenting, if you think the writer is an idiot? - that's idiocy

Given that the USA has a "Green Police" to police the environment, and the UK also has a "Green Police" - I'm not sure how this can be such a bad thing?

You'd think if people saw this as an horrible term to use, that major world powers wouldn't use the name for their own environmental law enforcement.

http://wiki.answers.com/Q/Who_are_the_Green_Police

Maybe they did Google it and saw the same thing I did... a term that no longer has that horrific association and is in use by more than one country, with no negative impact.
.-= Laurie Pringle´s most recent blog post ...Of Fanbois and Fanatics =-.

I'm afraid 99.9% of Americans will never even make the connection. They will, however, begin to associate "Audi" with "green" which is what the purpose seems to be.
.-= Allan Misner´s most recent blog post ...iPickem.net News: College Football Bowl Games & Group Page Enhancement =-.

OH MY LORD...

FYI http://GreenPoliceForce.com forwards to their YouTube channel, so not only are they stupid - they're lazy... ;-)
.-= John Haydon´s most recent blog post ...How To Use The Q&A Section on LinkedIn to Promote Your Blog (Day 26) =-.

Heather Rast has it down cold, I think. A very unfortunate choice made by Audi. They may be wise, as suggested, to scrap it and offer a mea culpa.

The K.G.B. Agents search engine and iPad come to mind as other less insensitive yet still very odd choices for naming a new service or product.

Audi's parent company, Volkswagen, owes its inception of course to Nazi Germany and that is historical fact. While framed as fun, it's insensitive, particularly to those that survived and are watching the broadcast.

I'm not sure the campaign hits their market anyway. I love my Audi and they have been doing some fabulous television that translates the soul of the brand. But I think Audi has their pants on the ground with this one.

While most earlier commenters echo your position in this post, I can't help but feel like a few didn't quite get it. The issue is not simply about a German car maker's cutesy ideas. It's that the idea "hook" has the unfortunate circumstance of holding a secondary meaning, a meaning of significant historical, religious, and political import. I venture to guess few people (irrespective of religious beliefs) are going to weigh the value of cute over the value of a seriously distasteful, indiscriminate faux pas.

To be sure, mistakes happen. But when you consider the accompanying price tag for creative development/account management/production/etc., shouldn't some basic Q/A come standard? And considering the project development time for something like this, wouldn't you say there was plenty of opportunity to do some research?

It doesn't matter that Audi didn't mean to. It doesn't matter that the Holocost happened a long time ago (in today's world view). Some subjects are just sacrosanct, and in good taste you don't go there. Especially if you're a German company (was their agency tapped out of creative juice?). Was this grievous error made b/c of the fervent need to join the likes of companies with eco-friendly messages? Lame.
.-= Heather Rast´s most recent blog post ...More Than Meets The Eye =-.

So I'm wondering...what if they did their homework, but thought that a) enough time had passed, or b) the majority of the world wouldn't know about the reference, or c)the word Green now has a new meaning that transcends any previous usage.

I'm not saying that any of these scenarios lets them off the hook, but I'm thinking they knew about the reference, yet rationalized this campaign anyway.

(I only suggest this because I've been in executive meetings where the level of "rationalization" is beyond belief...something of a human fail.)
.-= Global Patriot´s most recent blog post ...Supreme Court Decimates Democracy =-.

Between this and the iPad (which isn't offensive, just stupid), I wonder if ANYONE is doing due diligence these days. Research, focus groups--certainly SOMETHING should have revealed the connection before launching with such an unfortunate name.

Yikes! Maybe a quick renaming to... gosh anything... it's a funny campaign, but the name has the bile rising in my throat.

It's shocking how many people can sit in a room together and be stupid.
.-= Jessica Gottlieb´s most recent blog post ...Jane =-.

Hey Mike,

I don't hear anybody calling for automotive manufacturers to stop using the "SS" designation on Super Sport vehicles, or making a stink about any sports team whose colors might be Red/White/Black, so on and so forth.

Nobody needs a protest anymore to remind us that slavery and Nazis are bad.

This is satire.

I will be the first guy to defend Israel, but this is absurd.

You're only here because some idiot "journalist" decided to write an article JUST to get your fur ruffled, otherwise, you'd not have paid it an iota of attention. Don't be so easily manipulated.