BMW and ad agency GSD&M have managed to make a commercial that is, both, boring and wrong in its message. Their latest campaign to hawk cars is flown under a “green” banner. Their mission is to convince consumers that diesel engines burn cleaner, therefore are better for the environment. All the while using a mercury-containing compact fluorescent bulb as a stage prop, under a vast ceiling containing hundreds, maybe even thousands, of these energy-saving bulbs lit up like the mid-day sun.

Too bad they didn’t have a viable light bulb moment when drawing up this bizarre campaign. The ad can be viewed below.

Unlike biodiesel, which is produced from vegetable oils or animal fats, regular diesel is petrodiesel obtained from crude oil – it’s a fossil fuel, the black hat foe of the green movement.

Diesel contains high levels of sulfur which prevents the use of catalytic converters to reduce emissions of sulfur particulates into the atmosphere. Once emitted they instantly mix with water in the air to produce sulfuric acid, one of the major causes of acid rain. Again, another major enemy of the green lifestyle.

Why they would opt for such a prop of great controversy among the green group, is beyond Digital Cheeseburger‘s comprehension. The governments of Europe and North America are currently outlawing incandescent light bulbs in favor of a “green” alternative, the compact fluorescent bulb, which looks like a worm cast or tube pasta. As a people charged with stewardship over planet Earth, can we be convinced that the real and present hazards of a “green” bulb, which contains people-poisoning and water-polluting mercury is an environmentally wise move?

The argument pro the green bulb is as rationally futile as the sales pitch for the green BMW. So, perhaps they did have a light bulb moment, after all.

In truth, the only green alternative to the automobile is a stout pair of walking shoes and, perhaps, a bus pass, too.

Grab your sunglasses and watch the ad:

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