As advertisers ready themselves for the Super Bowl, one of their biggest events of the season, Audi has put together a unique campaign in an attempt to win consumers’ hearts — a promise to fight against the gender pay gap. A leaked preview of Audi’s Super Bowl ad showed a father watching his daughter compete in a soapbox car race, as thoughts raced through his own mind about her future.
“What do I tell my daughter? Do I tell her that her grandpa is worth more than her grandma? That her dad is worth more than her mom?” he asks himself, as his daughter coolly outmaneuvers the male drivers surrounding her.
“Do I tell her that despite her education, her drive, her skills, her intelligence, she will automatically be valued less than every man she ever meets?”
In the end, the ad concludes by telling consumers that “Audi of America is committed to equal pay for equal work.”
The commercial has amassed nearly five million views on YouTube and, despite the seemingly uncontroversial nature of the ad, has generated more than 2,000 comments – many of them vitriolic and denouncing the ad as “feminist propaganda.” But after an election campaign in which sexism loomed large, it will no doubt be refreshing to many to see at least one company willing to stand up for women’s rights.
Watch the ad below.
Read the full story at CNET.