Audi Uses Super Bowl Ad To Tackle The Gender Pay Gap

"What do I tell my daughter? Do I tell her that her grandpa’s worth more than her grandma?"

With its minute of America’s attention during Super Bowl LI on Sunday, German automaker Audi addressed the gender pay gap that continues to plague both the U.S. and so many other countries around the world. 

In the company’s Super Bowl commercial, titled “Daughter,” a young woman participates in a go-kart competition while her father asks how he should go about explaining the fact that women still continue to get paid less than men:

What do I tell my daughter? Do I tell her that her grandpa’s worth more than her grandma? 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.

In a press release announcing the ad, Audi said it’s “committed to supporting pay equality, inclusivity, and the growth and development of all employees.”

“The company has publicly pledged to support [the] ongoing commitment to women’s pay equality in the workplace and to foster a work environment that drives equality for all employees,” the release read. 

After the commercial aired, celebrities and advocacy organizations alike celebrated the ad. 

Some have taken issue with Audi’s message, considering the company has no women on its management board, and only two women on its 14-person U.S. executive team.

Regardless, women in the U.S. continue to earn about 78 cents to a man’s dollar. That’s a fact worth repeating. 



Lady Gaga