The Super Bowl is one of the greatest and most powerful creative platforms for marketers. Rarely anymore is there an opportunity to reach that large of an audience not rapidly fast-forwarding through commercials. Audi seized this opportunity and delivered. “Daughter” was a strong one-minute voice for one of the most significant social issues today, gender equality in the workplace. “I always look at the Super Bowl as an opportunity to tell a creative story and communicate something about what our brand stands for. We’ve always looked for creative storytelling opportunities because it’s a big stage, and we can talk about our products and make a statement,” Audi said. “Daughter” doesn’t just make a statement; it boldly expresses what the luxury brand stands for. In their fempowerment ad, a father narrates the story of his young daughter competing in a cart race contemplating what to say to her as she grows up about her self worth –
“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, her drive, her skills, her intelligence, she will automatically be valued as less than every man she ever meets?”
White women earn 82 cents for every dollar earned by white men; African-American women earn 65 cents. The share of female CEOs of Fortune 500 companies was 4.2% in 2016. Congress is 19% females. The United States has never elected a female president. And yet, 91% of Americans say gender equality is very important, but where’s the proof in the numbers? People want messages with purpose and action; Audi just gave us something to do.