Audi has released its Super Bowl commercial, highlighting that it is committed to equal pay for equal work and that “progress is for everyone”.
The 60-second spot, titled “Daughter”, features a young blonde girl competing in a downhill cart race and making her way through a field of competitors, while her father contemplates whether his daughter’s worth will be measured by her gender through a series of provocative questions, such as “What do I tell my daughter? Do I tell her that her grandpa’s worth more than her grandma? that her dad is worth more than her mom? Do I tell her that, despite her education, or drive, or skills, her intelligence, she will automatically be valued as less than every man she ever meets?”.
As the ad comes to its end, viewers get to see that the girl wins the race and, after embracing her joyful father, goes with him at the car (an Audi S5). As they get ready to go home, her father’s voice can still be heard in the background, continuing his monologue. “Or maybe I’ll be able to tell her something different”.
The spot ends with the onscreen lines “Audi of America is committed to equal pay for equal work” and “Progress is for everyone”.