A new era for women has started in Saudi Arabia: From now on they can get a driver’s license and drive a car. Audi has dedicated a short film of its own to the new group of female customers and will show it on its social media channels.
The film—seen above—is a 75-second homage to the newly won freedom as the camera follows a young Saudi couple. While the man still holds open the front door to their house for his wife, at the car, the roles are suddenly reversed. The woman opens the passenger door for her husband and then confidently gets behind the wheel.
“We use the element of opening the door as a metaphor for access to the world of Audi and for the new independence of women,” said Giovanni Perosino, head of marketing communications at Audi.
The title of the new social media video from Audi is Time to Open New Doors.