Audi Under Fire for ‘Gender Equality’ Super Bowl Ad

Audi is catching heat on social media for its pre-launched Super Bowl ad tackling the issue of gender equality.

Far from your typical automotive ad or Super Bowl ad, for that matter, Audi is taking on a much more serious topic: women earning less than their male counterparts.

The 60-second commercial is scheduled to run during the third quarter of the Super Bowl game on Sunday.

“What should I tell my daughter?” begins the narrator of the 60-second ad, as he watches his daughter race a go-cart and reflects on whether she is being judged based on her gender instead of “her drive, her skills, her intelligence,” and ponders if “she will automatically be valued less than every man she’ll ever meet.”

The father continues, “Maybe I’ll be able to tell her something different,” as his daughter takes the checkered flag, and the two walk toward his Audi S5 Sportback Prestige.

Since the pre-released ad was posted on YouTube, the video has received nearly 45,500 dislikes compared to 11,500 likes.

While the negative comments have far-exceeded the contrary, the ad has received praise from several celebrities and notable business figures who have openly expressed support for the spotlight shone on an age-old issue.

As expected, the video has received a wide range of reactions on social media and YouTube, to which the German automaker is taking the time to reply, both to positive and negative feedback.

Here are a few examples:



One Facebook user even pointed out that Audi’s board of directors only consists of men and demanded an explanation.


It has also been reported that no women are currently on Audi’s management board, while only two women make up their 14-person executive leadership team.

Audi stated in a press release for the Super Bowl ad that the automaker is publicly committed to supporting women’s pay equality and pointed out that roughly half of the candidates for its graduate internship program are female.

H/T: Business Insider

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