I saw this amazing commercial when I was in Madrid last week. It shows a new Citröen that is suggested to be so “green” that even bicyclists follow it. The dialogue in Spanish translates to:
“the new Citröen C4, zero CO2 emissions each time it stops”
“the new Citröen C4 with micro-hybrid technology”
Of course, there is no mention of how much emissions it is spewing when it is moving, not to mention minor externalities like congestion, dominance of urban public space, harassment of those same bicyclists, traffic injuries and deaths (including those of the happy cyclists portrayed in the ad), promotion of a sedentary lifestyle, and the tremendous waste of resources in the production and waste processing of cars. It reminds me of going to a sausage restaurant that has a happy pig with a knife and fork as a logo, seemingly eager to eat itself.
Mikael blogged about this over at Copenhagenize some time ago. Apparently, it was shot in Copenhagen last summer. The completed version that he posted was a full minute and featured cyclists inhaling deeply and excitedly at each traffic light. This is an edited version where they have cut it down so it just looks like the cyclists are following the car, but are not so anxiously inhaling.
I don’t imagine the ad ever played here in Denmark. Possibly because there are not that many Citröen cars on the streets here but also because I suspect that the concept just wouldn’t work. Danes would probably see through the hypocrisy quickly. It is quite ironic, then, that the ad is shot in Denmark where no one will buy the car but marketed in Spain, where no one rides a bike.
How long until people figure out that just swapping out the motor only makes a car slightly less bad, not “good”? All cars are emissions free when they are stopped. Let’s work to keep them stopped- stopped from ruining our cities, polluting our environment, and killing millions of people. Buying a new C4 is doing just the opposite.
Here’s the C4 being as emissions free and green as possible on the streets of Madrid: by being parked. No bicyclists in sight.
Thanks to Laura for translation.