Audi #DriveProgress Super Bowl Commercial: “Daughter”

In this Super Bowl commercial, which advocates for gender equality, Audi commits to equal pay for equal work and declares that “progress is for everyone.”


What do I tell my daughter?

Do I tell her that her grandpa is worth more than her grandma?  (Or) 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.

Audi of America is committed to equal play for equal work.

Progress is for everyone.

[Audi logo]

#Drive Progress

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Audi #DriveProgress Statement

“Audi of America is committed 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.”

Audi #DriveProgress Controversy

By positioning itself as a champion of gender (pay) equality, Audi of America invited scrutiny of its hiring practices. News outlets quickly reported that only 2 of the 14-member Audi USA executive team are female.

Audi responded:  “Today, women comprise roughly 12% of Audi senior management workforce, including our senior VP, chief communications officer and senior director of human resources. In 2017 and beyond, we continue to support pay equality and pledge to put aggressive hiring and development strategies in place to increase the number of women in our workforce, at all levels.”

Audi #DriveProgress Super Bowl Earned Media

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