Audi is among the many corporations to feature ads during the broadcast of the 51st Super Bowl. It will air an ad at the Super Bowl that engages in what some refer to as “virtue signaling”: the identifying of a brand with a particular social or political cause that is alleged to increase status and popularity. Audi is not the only company engaging in virtue signaling at the Super Bowl. Budweiser is offering a pro-immigration ad.
Audi has decided to engage in the practice by featuring an ad that presents a father who worries about the future for women while watching his young daughter participate in a downhill cart race. The father asks in the video, "What do I tell my daughter? Do I tell her that her grandpa is worth more than her grandma? That her dad is worth more than her mom?" Meanwhile, the girl is hurtling in her downhill cart while fending off hostile boys in their carts. "Do I tell her," the voice continues, "that despite her education, her drive, her skills, her intelligence, she will automatically be valued less than every man she ever meets?"
Eventually, the girl wins the race by a nose after several other carts are eliminated. At the very end, there is an Audi automobile waiting for the girl and her father.
On YouTube, while it has garnered more than 5 million views, the video has over 41,000 dislikes and but 6,800 upvotes. “Corey Vaughn” commented that Audi’s ad is the “most anti-woman commercial ever. Women have more rights in the United States than any country in the world.” The commenter noted that they enjoy job preference and are 10% more likely to graduate college than men. “I think they are doing just fine, don't you?”
There were also comments on Audi’s Twitter account. It noted, “As a brand that believes in progress, we are committed to equal pay for equal work.” This did not fail to inspire comment from Audi’s fans. One Twitter user asked, “You pay your female employees less than males? You know that’s against the law, right?” To this, the official Audi account replied, “When we account for all the various factors that go into pay, women at Audi are on par with their male counterparts.” Twitter user Kate Hileman responded, “Women at Audi work different jobs which accounts for the perceived unequal pay. You made our point.”
@Audi You pay your female employees less than males? You know that's against the law, right?— Prepper Frog (@TueborFrog) February 1, 2017
@TueborFrog When we account for all the various factors that go into pay, women at Audi are on par with their male counterparts.— Audi (@Audi) February 1, 2017