One of the most watched sporting events in the world, the Super Bowl American football match is all set to take centre stage in just another 3 days, and as expected, TV ads from huge companies are flooding Youtube at the moment.
One of the recent ones to get our attention was the ad by Audi, called “Daughter.”
The ad basically tells the emotional 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.”
Audi says that this year’s ad delivers a message of pay equality in the workplace, in line with its commitment to supporting pay equality, inclusivity, and the growth and development of all employees.
The company has publically 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.