Watch: Audi's Feminist Super Bowl Ad
Following Audi Spain’s effort this Christmas, Audi of America is getting in on the feminism game at the big game. The automaker has revealed its minute-long super bowl ad that’s set to #driveprogress.
Directed by Aoife McArdle, “Daughter” will run during the third quarter of Super Bowl LI this Sunday, and features a girl crushing it in a soap box derby taming oversteer on a wet corner, avoiding two boys trying to squeeze her out of the race, and eventually winning the race.
Over all of which the girl’s dad wonders about how he’s going to tell her about pay inequality and how much her life gender will determine. “What should I tell my daughter,” asks the father. “That she will automatically be valued less than every many she ever meets?”
The ad takes a hopeful tack, though, when the girl wins the race, concluding with the hopeful dad saying “maybe I’ll be able to tell her something different,” as they walk towards their Audi S5 Sportback.
To go along with the message, Audi USA says that it is committed to supporting equal pay and to create a work environment that drives equality for all employees. It has also created a graduate internship program in which 50% of enrollment must be female.
Along with its internal support for equality, Audi USA is also working with its long time partner the American Film Institute FEST to create the Audi Fellowship scholarship program, which grants one female director AFI Conservatory enrollment.
Audi has also created a custom Snapchat filter which encourages fans to participate in the #DriveProgress movement by sharing their stories.
This article originally appeared on Fourtitude
Sebastien is a roving reporter who covers Euros, domestics, and all things enthusiast. He has been writing about the automotive industry for four years and obsessed with it his whole life. He studied English at the Wilfrid Laurier University. Sebastien also edits for AutoGuide's sister sites VW Vortex, Fourtitude, Swedespeed, GM Inside News, All Ford Mustangs, and more.
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Despite my appreciation of the 80's and 90's BMW's, Benz's and Audi's. I now declare my rejection to any of the German automakers. Buy American.