Audi uses Super Bowl ad to drive home importance of equal pay for women

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Audi Daughter

Audi is not shying away from social issues at this year’s Super Bowl, using its ad to highlight the car maker’s commitment to equal pay in the workforce.

The brand’s 60-spot titled “Daughter” features a young girl winning a downhill cart race while her father watches from the sidelines, wondering aloud, “What should I tell my daughter – that she will automatically be valued less than every man she’ll ever meet?”

Directed by Irish-born director Aoife McArdle and created by the brand’s agency Venables Bell and Partners, Audi’s ad drives home the importance of equal pay for women without being overly sentimental. It is scheduled to air during the third quarter and will debut the new Audi S5 Sportback.

“Pay equality is a big message for a big stage,” says Audi’s VP of marketing, Loren Angelo in the brand’s announcement around the campaign, “We’re a brand that’s ahead of the curve and looking towards the future, just like our next generation of buyers.”

In conjunction with its Super Bowl campaign, Audi is aligning itself with pay equality initiatives, pledging support to women’s pay equality programs and establishing a graduate internship program where 50 percent of students must be female.

Audi says it has also partnered with the AFI FEST (the American Film Institute festival) for its Audi Fellowship scholarship, promising to award a female director admittance to the AFI Conservatory.

With just days to go before the big game, you can keep track of all this years Super Bowl ad campaigns at: Super Bowl LI advertisers: Here are the brands gearing up for game day.

About The Author

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more of Amy’s articles.


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