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.
Audi USA – Women are still paid 21% less than men. As a… | Facebook
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:
Aaaah this Audi USA commercial on equal pay is every single freaking excellent thing in the world.
— Aisha Tyler (@aishatyler) February 6, 2017
Omg this Audi commercial addressing sexism has got me feeling all the feels. #SuperBowl
— Lily Herman (@lkherman) February 6, 2017
That @Audi commercial was EVERYTHING!!!!!#WomenPower #Equality #EqualPay
— Ticha Penicheiro (@TichaPenicheiro) February 6, 2017
Nice one. @Audi_Online #SB51
— Chris Barron (@thechrisbarron) February 6, 2017
AUDI COMING THROUGH WITH THE POLITICS TOO. Even money hates Trump.
— Akilah Hughes (@AkilahObviously) February 6, 2017
Cry #2 @audi #equalpayforequalwork
— Elizabeth Banks (@ElizabethBanks) February 6, 2017
Equal pay for equal work.
Progress is for everyone.— Sam White (@samwhiteout) February 6, 2017
We see you #Audi great commercial
— octavia spencer (@octaviaspencer) February 6, 2017
Thank you, @Audi for using this platform to advocate for #EqualPay. Women are NOT worth less. #MediaWeLike #Superbowl #DriveProgress
— NARAL (@NARAL) February 6, 2017
Although not everyone was impressed – with some pointing out that Audi’s 14-strong executive team has only two women:
Audi, new champion of women's equity at work, has no women on their board pic.twitter.com/y32FVAr6eP
— Judd Legum (@JuddLegum) February 6, 2017
And some just thought the car manufacturer should stay out of politics altogether.
Dear Audi,
Why don't you just advertise your cars, and stay out of politics. #SuperBowl— Barry McCarty (@barrymccarty) February 6, 2017
Audi was a lot better when their message was 'buy this amazing car', and not dabbling into wage politics #SuperBowl
— Matt Vespa (@mVespa1) February 6, 2017
Of course, when it comes down to it, it’s all about selling cars really.
I think we're seeing that progressive politics is starting to make good business sense. Damn Audi.
— Chelsea Stark (@chelseabot) February 6, 2017
On its website Audi proudly states it has signed the White House equal pay pledge.