Hit or Miss? Greenpeace attacks VW for environmental stance

Old Street's 'Silicon Roundabout' was taken over by Stormtroopers protesting against VW's environmental record.

Greenpeace: campaign against Volkswagen
Greenpeace: campaign against Volkswagen

Greenpeace campaigners, dressed as Star Wars soldiers, unveiled a banner over billboard ads that read: 'Volkswagen. The Dark Side.' The protest was part of a campaign highlighting VW's opposition to EU environmental laws. VW featured a child dressed as Darth Vader in a recent TV ad campaign.

HOW I SEE IT - DAN HOLIDAY, FOUNDER/MD, NOT ACTUAL SIZE

This has to be a big hit for several reasons. Most are obvious: we all know and love Star Wars; it makes the campaign look like an own-goal for VW and there's a certain enjoyment to be had from watching a corporation and ad agency being outsmarted.

But there's an underlying reason why this works so well. 'Subvertising' like this works best when it picks up on a brand characteristic and links it with an undesirable social attitude. The problem for VW here is that German car makers have long traded on their ruthless, super-human technocratic supremacy.

Those inhuman values align with The Empire and Darth Vader who, of course, destroyed planets for their own ends. In other words, the ad feels like an illuminated truth and not just a joke.

Not even Yoda could get them out of this one - HIT

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.