Audi’s Super Bowl Ad Is a Play for Women’s Rights and Equal Pay

The German automaker puts social equality in front of pushing cars in its Super Bowl LI ad.

byChristian Gilbertsen|
Audi’s Super Bowl Ad Is a Play for Women’s Rights and Equal Pay

Audi has just released the ad that will air this Sunday during the Super Bowl, entitled "Daughter." The German automaker has produced stirring ads in the past, including "The Commander"—but this year Audi has taken a different, more political approach. 

"Daughter" tracks a young girl participating in a soap box derby sort of race, with her dad narrating the scene. As she outsmarts her male competition in a series of possible crashes and pileups, the narrator rhetorically asks, "What do I tell my daughter? Do I tell her that her grandma is worth more than her grandpa? That her dad is worth more than her mom?" 

Directed by film maker Aoife McArdle, "Daughter" is about Audi's commitment to equal pay and social progress, with a small shot of the new Audi S5 Sportback airing at the end. "Audi continues to push the envelope with compelling storytelling on a national platform. Pay equality is a big message for a big stage," said Audi of America vice-president of marketing Loren Angelo.

The company's pledge to support pay equality and development of all its employees is characterized in its graduate internship program that must be constituted of 50 percent women. You can track the new ad campaign by searching for and using #DriveProgress. 

Check out the ad below before it airs during the Super Bowl this Sunday.