Audi is back in the Super Bowl ads lineup for the ninth year in a row. This year’s spot “Daughter” tells the emotional story of a young girl competing in a downhill cart race in her hometown as her father looks on. As she races, her father contemplates whether his daughter’s worth is measured by her gender.
The father wonders “What should I tell my daughter….that she will automatically be valued less than every man she’ll ever meet?”
“With ‘Daughter,’ Audi continues to push the envelope with compelling storytelling on a national platform. Pay equality is a big message for a big stage,” said Loren Angelo, Vice President of marketing, Audi of America, in a statement. “As a business built on bold innovation – from LED lighting to Audi quattro – progress is at the heart of what we do. We’re a brand that’s ahead of the curve and looking towards the future, just like our next generation of buyers.”
As she completes the race as a winner, you can see that the father has a new-found confidence, celebrating her victory and the tangible hope for equality in her bright future. The commercial concludes with a powerful message on “equal pay for equal work,” and that “progress is for everyone.”
The 60-second spot is from Venables Bell & Partners and is directed by Aoife McArdle. The spot is slotted to air during the third quarter.
The ad features the hashtag #DriveProgress, which Audi will use in the coming year to promote new and ongoing initiatives. Fans can follow the #DriveProgress story Audi’s social media on Additionally, Audi will launch a custom Snapchat filter nationally encouraging fans to participate in the #DriveProgress conversation by sharing their own stories.
