Here's what people thought of Audi using Super Bowl to address gender pay gap
With close to 112 million people tuned in to watch the Super Bowl game and the adverts that come with it, Audi took the opportunity to address the gender pay gap that plagues the US and many other countries around the world.
In the film titled Daughter, the German car manufacturer made a statement about gender pay equality.
The ad shows a young woman taking part in a go-kart competition while in the voice-over, her father asks how should he explain the fact that women still continue to get paid less than men.
“What do I tell my daughter? Do I tell her that her grandpa’s worth more than her grandma?,” the voice-over asks. “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? Or maybe, I'll be able to tell her something different.”
The 60-second advert earned a lot of support and praise on social media, with celebrities joining in to share their views:
Although not everyone was impressed – with some pointing out that Audi’s 14-strong executive team has only two women:
And some just thought the car manufacturer should stay out of politics altogether.
Of course, when it comes down to it, it’s all about selling cars really.
On its website Audi proudly states it has signed the White House equal pay pledge.