Audi's latest Super Bowl commercial will stir up minds regarding perception on gender equality. Prior to the opening of Super Bowl this Sunday, Audi has already dropped a sampler of its latest commercial to be shown in the big event.
Audi has released the video of its new commercial for Super Bowl. The clip is entitled "Daughter" and it features a young girl contestant in a cart race, competing with boys.
It seems that the automaker has a relevant message for the whole world as the storyline is to be presented in a world-renowned Super Bowl event. Many speculate the clip is about gender equality. But, is it really just about gender?
All throughout the clip, one can hear a man expressing heaps of questions on his mind. The man appears to be the father of the young girl contestant in the cart race.
The questions reflect the way how society values women. The man asks, "What should I tell my daughter?" He also adds, "That she will automatically be valued less than every man she'll ever meet?"
Towards the end of the clip, the goals of Audi were flashed. The line "Progress is for everyone" can be spotted which explains the whole concept of the arc shown in the commercial. Prior to this tag line, another line "Audi of America is committed to equal pay for equal work" was flashed too.
— Audi (@Audi) February 1, 2017
Apparently, it is not mainly focused on gender equality, to give women the fair rights to succeed as well. It seems that Audi wants to relay a deeper message. In its official Twitter account, the automaker posted the same clip and the caption used sends more depth to the message.
The caption details that women are receiving smaller salaries than men. Interestingly, Audi emphasized that women are still being paid 21 percent less than the average pay given to men.
Audi promotes equal pay for all, regardless of male, female or other genders. The company pushes for fair salary system as it emphasized that progress is aimed for everyone.