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Audi Superbowl Commercial Inspires Sexist Backlash

Audi’s 2017 Superbowl ad has accumulated more than 5k comments on YouTube, many of them voicing criticism over the ad’s apparent “feminist agenda”. In their own description about the spot Audi didn’t mince words: 

“Progress is in every decision we make, every technology we invent, every vehicle we build. It’s our past, our future, our reason to exist. Audi of America is committed to equal pay for equal work. A 2016 report by the U.S. Congress Joint Economic Committee found that women were paid 21% less than men on average.*

This is a story of a young girl competing in a downhill cart race in her hometown. As the fearless daughter weaves her way through a field of competitors, her father contemplates whether his daughter’s worth will be measured by her gender through a series of provocative questions. It is a reminder that progress doesn’t belong to any one group. Progress is for everyone. #DriveProgress http://audi.us/DriveProgress


Is it just me or are the 2017 Superbowl commercials stepping up their game a little? I’m into it, even if all of the commenters on YouTube feel otherwise. Progress is for everyone. 

What do you think? 


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Comments (7)

  1. karin 02/08/2017 at 9:34 am

    That was a terrible commercial and message. I am baffled as to why Audi as a company really believes that there is an income gap between men and women doing the same job. The stats you sourced are skewed and biased as they take into consideration ALL men and ALL women across ALL industries in ALL markets. You are a company!-Do your research! What you as a business showed was political ignorance in placing this as a message for your company to broadcast!

    The Equal Pay Act was passed in 1963 by President Kennedy to enforce men and women equal pay for equal work. He was rightly praised for this Act. The government report you source illuminates the real reasons if you analyze it fully and not take its blanket statements –http://www.jec.senate.gov/public/_cache/files/0779dc2f-4a4e-4386-b847-9ae919735acc/gender-pay-inequality—-us-congress-joint-economic-committee.pdf

    Pages 12-19 highlight the reasons that women earn less and its not because equal work is not being paid equally among the two sexes. At the top of page 16 of the report: “The discrepancy is partly due to the fact that women are more likely to pursue education in fields that tend to pay substantially less than those chosen by men. Men are more likely to major in fields such as computer science, chemistry, physics or engineering, which frequently lead to higher-paying jobs.Women are more likely to study subjects such as nursing, education and the social sciences, which often lead to lower-paying jobs. For example, women earn more than 60 percent of degrees in 9 of the 10 lowest-paying fields of study, but less than 30 percent of degrees in seven of the 10 highest- paying fields”

    The fact is that men at the moment do the higher wage work! If you compare at job band or class in same market you will find equity. Stop believing otherwise! Also shame on you for propagating the myth!

    Also, before using this message Audi should lead a better example–https://www.audiusa.com/newsroom/corporate/executive-team

  2. Mark 02/08/2017 at 1:22 am

    Are you mentally challenged? The whole ad is based on a LIE.

  3. Bob 02/06/2017 at 3:30 pm

    I’ll take “what was the Equal Pay Act of 1963” for $1000 please.

  4. Emily R 02/06/2017 at 11:54 am

    It’s getting negative backlash because the message is a bunch of hog wash!!! It has been proven many times over that the wage gap is a myth. Of course they pledge for equal pay for equal work because if they don’t they will be taken to court. Nevermind the fact that 12 out of their 14 board members are men! They are playing to emotions, not facts. As Ben Shapiro says, “Facts don’t care about your feelings.” Hence the reason most people on the left go for feelings because they don’t have the facts to back them up!

  5. D 02/06/2017 at 5:34 am

    Claudia, this article by the New York Times explains part of the problem-when women choose a career or field the salary drops. https://mobile.nytimes.com/2016/03/20/upshot/as-women-take-over-a-male-dominated-field-the-pay-drops.html?_r=0&referer=https://www.google.com/ I work for the government as an attorney-most of my co-workers are female. Our pay is 40k less than my male co-workers who are doing IT which requires an associate degree only.
    The market is not the only factor here-I could make much more in the private sector but they could not. It’s because their field is predominantly male so it’s still valued.

  6. Claudia_G 02/06/2017 at 1:17 am

    Oh and this commercial is getting specifically strong backlash because they use the, “equal pay for equal work,” phrasing. And when you actually compare equal work the difference in pay is negligible.

  7. Claudia_G 02/06/2017 at 1:14 am

    The commercial is getting backlash because that study that found women get paid 21% less than men on average was not comparing equal work or even similar positions. It’s bad statistics that just compares every male salary to every female salary without regard to experience, profession, time worked etc. Yet many dimwitted and manipulative politicians, and now companies, decide they can manipulate what they look at as females not intelligent enough to do the research themselves and find the real facts behind the numbers. Women that they believe will just react emotionally and devote themselves to what appears to be supporting them at face value. It’s an insult, and women should stop allowing it to happen.