Audi's 2017 Super Bowl Commercial "Daughter" Is About Equal Rights

Audi's 2017 Super Bowl Commercial "Daughter" Is About Equal Rights 3 photos
Photo: YouTube screenshot
Audi's 2017 Super Bowl Commercial "Daughter" Is About Equal RightsAudi's 2017 Super Bowl Commercial "Daughter" Is About Equal Rights
The Super Bowl is not only an NFL competition, but also a fight between the major automakers to see who's funniest or coolest. Sadly, BMW is sitting 2017 out, leaving a rocker-themed Mercedes ad and this one from Audi.
The German brand with four rings is playing it safe after the emissions fiasco, relying instead on things that are hard to contest, like family value and fighting for equal pay, no matter the gender.

A car appears briefly in the video, but it's not there to be fast, exciting or even safe. Still, we have to mention that it's a machine we lust after called the S5 Sportback, new for this year. Four doors and a sleek coupe body are powered by the 3-liter turbocharged engine that delivers a 354 horsepower, 369 pound-foot (500 Newton meters) rhapsody.

"What do I tell my daughter? Do I tell her that her grandpa is worth more than her grandma? That her dad is worth 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 ever meets?" says the paternal narrator of this video, while his supposed daughter wins a soapbox race.

The video has about 1.5 million views in less than a day. But honestly, I don't like it. I'm not going to jump on the SJW hating (social justice warrior) bandwagon, but nobody EVER thinks grandpa is better than grandma because she is not senile yet and can bake awesome stuff.

Maybe they should have shown this commercial in the Middle East, where the abuse is medieval. But an automaker should be concerned with other things, like that planet we all share or why all the Marvels movies Audis have been in sucked.

“With ‘Daughter,’ Audi continues to push the envelope with compelling storytelling on a national platform. Pay equality is a big message for a big stage,” Loren Angelo, Vice President of Marketing at Audi of America, said in the company’s announcement.

But the 400+ people who gave this video thumbs down tells me you're focusing on the wrong message, mister Angelo.

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About the author: Mihnea Radu
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Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
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