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Japan Time 01:31 24 Nov 2017
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Audi Promotes Gender Equality.

Audi is using its Super Bowl ad to promote gender pay equality via a tale about a father and daughter in the latest example of a marketer linking itself to female empowerment. The 60-second spot, which was released Wednesday, is called "Daughter" and shows a dad pondering how society will value his daughter worth as he looks on while his young child competes in a downhill cart race. He wonders, "What should I tell my daughter. that she will automatically be valued less than every man she'll ever meet?" The spot ends on a positive note, with the father expressing hope that she will be treated fairly, as Audi pledges its commitment to equal pay for equal work. The ad, by Venables Bell & Partners, will run in the third quarter. Female empowerment ads have risen in popularity in recent years. Bud Light, for instance, last year gave a shout-out to equal pay for women in an ad that co-starred Amy Schumer. What is notable about Audi's spot is that it was directed by a woman -- Aoife McArdle, a top director ripped out of Some such and Anonymous Content who has directed big-brand work for the likes of P&G (Secret), Under Armour, Honda and Samsung. Last year, McArdle directed a spot for Secret that also carried an equal pay message. Gender inequity remains a huge issue in the ad production business. Women comprised only 9.7% of the rostered directors of the production companies that made Ad Age and Creativity's Production Company A-List in 2015, according to an analysis Mashable did of the list for a story published last year. Gender inequality in the industry inspired the launch of the "Free the Bid" movement last year, an initiative calling on agencies and brands to include a female director on any triple-bid production projects. "As part of the message of equality, Audi felt it was important to use a female director," said a brand spokeswoman. McArdle said in a statement: "It goes without saying that we should be blind to gender and race. People's merit can't be predetermined on the purely superficial. It's commendable that Audi is committed to implementing equality in the workplace. Hopefully other leading brands will follow suit." "Pay equality is a big message for a big stage," Loren Angelo, vice president of marketing at Audi of America, stated in a press release promoting the ad. "As a business built on bold innovation -- from LED lighting to Audi Quattro -- progress is at the heart of what we do. We're a brand that's ahead of the curve and looking toward the future, just like our next generation of buyers."
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