If a car commercial could ever be both enlightening and empowering, a Super Bowl ad spot by Audi was exactly that.
According to Glamour, the unexpected ad delivered a thoughtful message on gender equality by telling the story of a young girl facing off against a boy in a racing competition. Narrated by the girl’s father, Glamour says he wonders in the voiceover how to explain the gender inequalities that exist in out society to his daughter:
“‘Do I tell her that her grandpa is worth more than her grandma?” the father ponders as she pulls ahead of the pack. ‘That her dad is worth more than her mom? Do I tell her that despite her education, her drive, her skills, her intelligence, she will automatically be valued as less than every man she ever meets? Or maybe, I’ll be able to tell her something different.'”
While the young female competitor ends the race victorious, Glamour says that Audi used the commercial to do more than showcase a touching tale of a father’s concern for his daughter’s future. Instead, the commercial served as an announcement for Audi’s own attempts to level the gender playing field and close the wage gap.
With the commercial ending on the words, “Progress for everyone,” it looks like Audi is ready to live up to their words — and their commercial’s — main message.
In the video’s description on Audi’s Youtube channel, Glamour reports the company wrote, “Progress is in every decision we make, every technology we invent, every vehicle we build…It’s our past, our future, our reason to exist. Audi of America is committed to equal pay for equal work.”