Remember when Super Bowl TV commercials used to be creative, funny and entertaining? This year, companies are putting up commercials that contain leftist, social justice screeds for your viewing pleasure and there’s nothing funny or entertaining about them.
Audi’s entry into the annual Super Bowl ad fest takes a novel turn, especially considering that humor is typically the most dominant approach during the big game. Instead, the German luxury carmaker has decided to get serious about the issue of gender equality.
What should I tell my daughter?” begins the narrator of the 60-second spot, as he watches his daughter race on a go-kart track. “That she will automatically be valued less than every man she’ll ever meet?”
In a world where women earn, on average, 79 cents to every dollar, in a comparable job, compared to men, the narrator admits to himself that “her drive, her skills, her intelligence” still may not mean much.
It may not be the typical automotive ad, with lots of pretty driving scenes, but it doesn’t skip the product entirely. “Maybe I’ll be able to tell her something different,” says the father, as his daughter takes the checkered flag, and the two head off towards his Audi S5 Sportback Prestige.
For its part, Audi pledges its commitment to equal pay for equal work. The commercial ends with the tagline, “Progress is for everyone.”
Note to Audi: Your “women make 79 cents to every dollar a man makes” is highly misleading at best.