Audi Super Bowl Ad Focuses on Gender Equality

There is a new trend among automaker Super Bowl ads this year. Rather than promoting a specific car, some companies are using their spot to promote a better world. While Ford is focusing on mobility services, Audi’s new Super Bowl ad focuses on eliminating the gender pay gap.

As a father watching his daughter compete in a downhill cart race, he wonders do himself about her future and whether she will be fully recognized for her education, drive, skills, or intelligence compared to her male peers.

At the end of the commercial, the father and daughter walk to the new Audi S5 Sportback, the words “Audi of America is committed to equal pay for equal work. Progress is for everyone” appear on the screen.

The 60-second ad by Venables Bell & Partners was directed by female director Aoife McArdle.

“It goes without saying that we should be blind to gender and race.” McArdle said in a statement. “People’s merit can’t be predetermined on the purely superficial. It’s commendable that Audi is committed to implementing equality in the workplace. Hopefully other leading brands will follow suit.”

Although there are only two females on Audi USA’s 14-member executive team, the automaker backs several gender equality programs including a graduate internship program requiring 50 percent of the interns to be female as well as the Audi fellowship scholarship program in partnership with the American Film Institute’s annual “AFI Fest” event to find one female director to enroll in the AFI Conservatory.

Check out the video below to see Audi’s new Super Bowl ad ahead of the big game.

Source: Advertising Age

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