Audi’s Super Bowl 2017 commercial “Daughter” picks up the theme of pay equity for women and men. The Audi Daughter commercial shows 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.”
“Pay equality is a big message for a big stage,” said Loren Angelo, Vice President of marketing, Audi of America. “As a business built on bold innovation – from LED lighting to Audi quattro – progress is at the heart of what we do. We’re a brand that’s ahead of the curve and looking towards the future, just like our next generation of buyers.”
Audi will use he hashtag #DriveProgress in the coming year to promote new and ongoing initiatives. Fans can follow the #DriveProgress story @Audi on Facebook and Twitter. Additionally, Audi will launch a custom Snapchat filter nationally encouraging fans to participate in the #DriveProgress conversation by sharing their own stories.
Audi of America has made a public commitment to supporting pay equality, inclusivity, and the growth and development of all employees. The company has 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. The company also supports external initiatives to develop opportunities for women at the educational, career and leadership levels in art and film, STEM, and business that will inspire and secure the next generation of female leaders. Already this year, the brand collaborated with longtime partner AFI FEST to create the Audi Fellowship scholarship program, which will grant one promising female director AFI Conservatory enrollment. Audi has been the official automotive sponsor of AFI FEST for over 14 years.
The all-new 2018 Audi S5 Sportback Prestige featured in the commercial will be available in Spring 2017.
Audi Daughter Credits
The Audi Daughter campaign was developed at Venables Bell and Partners, San Francisco, by chairman Paul Venables, executive creative director Will McGinness, creative director Justin Moore, associate creative director Allison Hayes, copywriters Mike McGuire and Kathy Hepinstall, director of integrated production Craig Allen, senior producer Matt Flaker, head of brand management David Corns, group brand director Chris Bergen, brand supervisor Justin Wang, brand manager Abu Ngauja, group strategy director Tonia Lowe, director of business affairs Quynh-Ahn Phan, and project manager Leah Murphy.
Filming was shot by director Aoife McCardle via Somesuch & Co and Anonymous Content with director of photography Pat Scola, executive producers Nicky Barnes, Sally Campbell, and Sueellen Clair, head of production Kerry Haynie and producer Gracie Bodie.
Sound was designed and mixed at Lime Studios by sound designer/mixer Matt Miller, assistant mixer Peter Lapinski, executive producer Susie Boyajan and associate producer Kayla Phungglan.
Visual effects were produced at Electric Theatre Collective by creative director/VFX supervisor Adam Watson, 2D artists Tommy Smith, Dave Damant, Jessenia Nauta, CG lead Corinne Deorsay, CG artists Nate Lapinski, Remi Dessinges, Steve Beck, executive producer Kate Hitchings, and VFX producer Catherine Yi.
Colorist was Stefan Sonnenfeld at Company 3 with senior producer Katie Andrews.
Music was produced at Human by composer John Christopher Barnes, creative director Craig Deleon and executive producer Jonathan Sanford.