Super Bowl LI is only four days away and as the days count down to the Big Game, we’re already seeing a rush of commercial releases from some of the biggest automakers in the world. Buick just released its new ad for the Cascada and Encore SUV. Lexus and Kia rolled out their ads a week ago, although the latter only released a short teaser of its full ad for Sunday. Then there’s Audi, whose commercials have been staples during the Super Bowl. The German automaker is once again making its presence felt for Super Bowl LI with a new commercial for the S5 Sportback that doesn’t really do much in highlighting the car.
The 60-second clip is called Daughters and unlike the celebrity routes that companies like Kia and Buick went to this year, Audi kept its ad close to the chest with a poignant message about gender equality among millions of people. It’s a curious choice to make, but Audi hasn’t been in shy using Super Bowl commercials to address social or civic issues in the past, so there’s a precedent there for the company to take this approach on Daughters.
The ad itself focuses on a young girl competing in a soap box derby against a group of boys as her father serves as the de facto narrator. Despite being subjected to underhanded tricks and all around mischief from her competitors, the young girl perseveres to take home the victory.
All the while, the father laments on the issues that his young daughter could face when she grows up in a world that still hasn’t embraced equality the way it should. But as the ad ends, his tone shifts to a more positive one as he starts hoping for a better world for his young daughter.
And, just as the ad ends, the S5 Sportback finally makes a quick cameo before the screen fades to black and Audi’s message of commitment “to equal pay for equal work” flashes on the screen.
Continue after the jump to read the full story.
from Top Speed http://ift.tt/2jIQuiD
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