An advert for Audi which aired during Sunday’s Super Bowl in the USA received both plaudits and criticisms for it’s message about gender pay equality.
The advert, entitled, ‘Daughter’ is set at a soapbox derby, with a girl racing against a group of boys. Meanwhile her father, voiced by actor George Clooney, provides voiceover: “What do I tell my daughter? Do I tell her 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 meets?”
The girl wins the race, and the father concludes: “Or maybe I’ll be able to tell her something different.”
The tagline: “Progress is for everyone.”, closes the advert.
The 60-second ad, meant to demonstrate to viewers that the German automaker is committed to gender equality in the workplace, instead highlighted to some Audi’s own workplace equality record.
The video has more negative ‘thumbs down’ on YouTube, than positive, and twitter vented against it, citing that Audi’s executive team has zero women, and it’s supervisory board has just 16% female representation.
Audi’s U.S. marketing director Loren Angelo made comments to defend the advertisement:
“Audi is a brand that has always used the creative storytelling platform that the Super Bowl provides to talk about the brand, talk about our position and provide a point of view,”
Sheryl Sandberg, COO of Facebook, also defended the ad, saying: “Love this #SuperBowl ad from Audi USA, which drives home the need for equal pay for women. Now more than ever, we need ads like this which push back on gender stereotypes,”