Miércoles, 22 May, 2019

Audi promotes S5 Sportback "equality" for Super Bowl

Ramiro Mantilla | 04 Febrero, 2017, 06:13

The 60-second spot, which was released today, is called "Daughter" and shows a dad pondering how society will value his daugther's worth as he looks on while his young child competes in a downhill cart race.

"With 'Daughter, ' Audi continues to push the envelope with compelling storytelling on a national platform". Audi of America is committed to equal pay for equal work.

"Do I tell her that her grandpa is worth more than her grandma?" asks the father as he watches his daughter race. "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 ever meets?" The young girl is getting closer to the finish line, passing other competitors along the way until she finally wins in a very close finish. And the auto company apparently puts its money where its mouth is; according to a statement about "Daughter", Audi's internship program requires that 50 percent of those enrolled are female, and it recently partnered with AFI FEST to create the Audi Fellowship scholarship program. The commercial concludes with a powerful message on "equal pay for equal work", and that "progress is for everyone". Only two of the 14-member Audi USA executive team are female - Jeri Ward, senior VP and chief communications officer; and Christine Gaspar, senior director of human resources, according to the Audi USA web site.

After more than a year of bitter rivalry over the presidential election, Americans are looking forward to a more friendly competition this Sunday as the New England Patriots play the Atlanta Falcons in Super Bowl LI.

Audi of America is committed to supporting pay equality, inclusivity, and the growth and development of all employees. Promoting equality in the world is a controversial subject this year, and it's a bold move to spend so much during the most expensive night of the year to possibly spark controversy.

The company also supports external initiatives to develop opportunities for women at the educational, career and leadership levels in art and film, STEM, and business that will inspire and secure the next generation of female leaders. It seems that Audi wants to relay a deeper message.

Audi is hoping consumers will get in on the conversation with the hashtag #DriveProgress.

The all-new 2018 Audi S5 Sportback Prestige featured in the commercial will be available in Spring 2017.