The Heartwarming Way One Super Bowl Commercial Is Addressing The Gender Pay Gap

"What do I tell my daughter?"

While many brands use their Super Bowl ad time to make viewers laugh or show off their celebrity spokespeople, others seek to tell inspiring stories and share powerful messages. We've seen a few great examples this year, as Budweiser celebrated its immigrant roots, and Kia sent Melissa McCarthy on a quest to save the environment.

Now we can add Audi to that list. The car company's latest Super Bowl ad addresses pay inequality through the eyes of a father watching his young daughter compete against boys in a downhill cart race.

"What do I tell my daughter?" he wonders in voiceover. "Do I tell her that her grandpa is worth more than her grandma? That her dad is worth more than her mom? Do I tell her that, despite her education, her drive, her skills, her intelligence, she will automatically be valued as less than every man she ever meets?"

Then, as his daughter wins the race and walks away with her trophy and a smile on her face: "Or maybe I'll be able to tell her something different."

The spot ends with the following message, which the company reiterated on social media: "Audi of America is committed to equal pay for equal work."


The ad's message is even more meaningful thanks to the fact that it was directed by a woman — Aoife McArdle, who last year was behind a commercial for Secret that also promoted equal pay. "As part of the message of equality, Audi felt it was important to use a female director," said a spokeswoman for the brand, according to Ad Age.

The site also reports that Audi has expressed commitment to improving gender diversity in its workforce, including a graduate internship program requiring 50 percent female enrollment.

"Today, women comprise roughly 12% of Audi senior management workforce, including our senior VP, chief communications officer and senior director of human resources," said VP of marketing Loren Angelo. "In 2017 and beyond, we continue to support pay equality and pledge to put aggressive hiring and development strategies in place to increase the number of women in our workforce, at all levels."

Check out the full ad, titled "Daughter," in the video below:


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