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Audi’s Cinematic ‘Daughter’ Ad Aims for Heartstrings

Audi makes it return to the Super Bowl with a 60-second commercial called Daughter. With the ad spot, Audi hopes to deliver a message of pay equality in the workplace.

Daughter will air on Sunday during the third quarter of the Super Bowl which features the New England Patriots and the Atlanta Falcons. San Francisco-based Venables Bell & Partners created the commercial. This year marks Audi’s ninth appearance at the game.

“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,” said Loren Angelo, vice president of marketing for Audi of America. “As a business built on bold innovation—from LED lighting to Audi quattro—progress is at the heart of what we do. We’re a brand that’s ahead of the curve and looking towards the future, just like our next generation of buyers.”

Daughter tells the story of a young girl competing in a downhill cart race in her home town as her father looks on. As she races around the track, her father contemplates whether his daughter’s worth is measured by her gender. He wonders, “What should I tell my daughter….that she will automatically be valued less than every man she’ll ever meet?” 

As he stands hopeful on the sidelines, watching her outwit her adversaries to win the race, he finds a new-found confidence, celebrating her victory and the tangible hope for equality in her bright future. The commercial concludes with a powerful message on equal pay for equal work and that progress is for everyone.

View Daughter in the video above.

Audi of America is committed to supporting pay equality, inclusivity, and the growth and development of all employees. The company has publicly pledged to support ongoing commitment to women’s pay equality in the workplace and to foster a work environment that drives equality for all employees. Audi also instituted a graduate internship program where 50 percent of enrollment must be female establishing greater equality for our future workforce.

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. Already this year, the brand collaborated with longtime partner AFI FEST to create the Audi Fellowship scholarship program, which will grant one promising female director AFI Conservatory enrollment. Audi has been the official automotive sponsor of AFI FEST for over 14 years.