Striving to #DriveProgress and promote pay equality in the workplace, Audi has returned with a new Super Bowl commercial titled Daughter.
Audi has created a 60-second commercial called Daughter. The film aims to deliver a message of pay equality in the workplace. Debuting during the third quarter of the Super Bowl, it was created by San Francisco-based Venables Bell & Partners, and marks the carmaker’s ninth appearance at the game.
The advertisement 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 around the track, he contemplates whether her worth is measured by her gender. As he watches her outwit her adversaries, he finds a new-found confidence.
Directed by notable filmmaker, Aoife McArdle, the broadcast spot can be viewed through the brand’s YouTube channel. The campaign features the hashtag, #DriveProgress, which the automotive giant plans on using in the coming year to promote its latest and ongoing marketing-related initiatives.
The company has pledged ongoing commitment to women’s pay equality in the workplace and to foster an environment of equality for all employees. Audi has instituted a graduate internship programme where 50 percent of the enrollment must be female so as to establish greater equality for the future.
Supporters can follow the #DriveProgress story on Facebook and Twitter. Also, the brand is launching a custom Snapchat filter nationally to encourage fans to participate by sharing their own stories. The 2018 Audi S5 Sportback Prestige from the new advertisement will be available in the spring of this year.
“Pay equality is a big message for a big stage. As a business built on bold innovation, progress is at the heart of what we do. We’re a brand that is ahead of the curve and looking towards the future, just like our next generation of buyers,” said Loren Angelo, Vice President of Marketing at Audi of America.