Daughter
Audi2017
Daughter is a 2017 60-second television commercial for Audi, created by Venables Bell & Partners, San Francisco.
The line
Progress is for everyone.
Why it works
A girl in a battered helmet races a soapbox cart downhill against a field of boys while her father, in voiceover, wonders what to tell her: that despite her education, drive and skill she will automatically be valued as less than every man she meets? She wins, he hopes he can tell her something different, and a closing card states that Audi of America is committed to equal pay for equal work. Directed by Aoife McArdle for Venables Bell & Partners, the 60-second spot ran in the third quarter of Super Bowl LI on February 5, 2017. It is studied as a defining test of brand purpose: viewers quickly pointed out that only two of Audi's 14 U.S. executives were women, and the film drew roughly ten dislikes for every like on YouTube before the game. Yet it finished third in USA Today's Ad Meter and won a One Show Gold Pencil for writing.
Techniques
- Purpose and cause A closing card commits Audi of America to equal pay for equal work, tying the car brand to a gender-equality cause.
- Pathos A father's anxious voiceover about how the world will value his daughter turns a soapbox race into an emotional plea.
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