---
title: Audi 'Daughter' Super Bowl 2017: the gender pay equality ad that defined progressive brand advertising | RGM®
url: https://realgrowthmatters.com/learn/case-studies/audi-super-bowl-ad-campaign/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/learn/case-studies/audi-super-bowl-ad-campaign/
---

- **Story:** Audi 'Daughter' Super Bowl 2017 ad: 60-second narrative of father watching daughter race in soapbox derby with voiceover about gender pay equality. Ends with Audi commitment to equal pay. Multiple industry awards. Controversial reception about advertising-vs-corporate-practice alignment.
- **Why it matters:** Audi Daughter is canonical progressive-brand Super Bowl ad case — demonstrating progressive positioning produces cultural attention but requires actual practice alignment.
- **Takeaway:** Progressive positioning can produce significant cultural attention but requires actual corporate practice alignment.
- **Takeaway:** Controversial reception is feature not bug for strong-positioning ads.
- **Takeaway:** Super Bowl provides platform for category-leadership statements.

## Audi Daughter Super Bowl — the four-step story

S

Situation

Situation

Super Bowl 2017 ad landscape was crowded with various positioning approaches. Audi wanted differentiated positioning beyond typical luxury auto advertising. Gender pay equality was significant social conversation.

T

Task

Task

Create Super Bowl ad that differentiates Audi through progressive brand positioning on gender equality.

A

Action

Action

February 2017 released 60-second 'Daughter' ad. Narrative: father watching daughter soapbox derby with voiceover about workforce gender equality. Ad ended with Audi commitment statement.

R

Result

Result

Multiple industry awards. Cultural reference point for progressive Super Bowl ads. Controversial reception sustained conversation. Reference for progressive-brand-positioning ads.

## Audi Daughter by the numbers

0

Super Bowl LI release

60-second ad

Source: Super Bowl history

0s

Ad length

Standard Super Bowl premium

Source: Ad specifications

0

Central protagonist

Soapbox derby race

Source: Ad narrative

0

Theme

Gender pay equality

Source: Ad positioning

0

Industry awards

Cannes Lions and others

Source: Industry recognition

0

Brand positioning

Reference for category

Source: Cultural impact

#### Quick facts

BrandAudi

Campaign'Daughter' Super Bowl 2017 ad

ReleasedFebruary 2017 Super Bowl LI

Length60 seconds

AgencyVenables Bell & Partners

Central themeGender pay equality

RecognitionCannes Lions and other industry awards

**Honest note**

Audi Daughter is well-documented Super Bowl ad. The case is included as canonical progressive-brand Super Bowl ad reference.

## The Super Bowl 2017 ad

Audi released 'Daughter' Super Bowl ad February 2017. The 60-second ad shows father watching his daughter compete in soapbox derby race against boys. Voiceover reflects on questions about whether his daughter will be valued less than men in workforce. Daughter wins race. Ad ends with statement about Audi commitment to equal pay regardless of gender.

The ad was widely covered. Some controversial reception about advertising-versus-actual-corporate-practice. Multiple industry awards including Cannes Lions recognition. Became reference point for progressive-positioning Super Bowl ads.

## How RGM thinks about progressive Super Bowl positioning

When clients ask about Super Bowl progressive-brand positioning, the Audi Daughter case is canonical reference. The lessons: progressive positioning can produce significant cultural attention but requires actual corporate practice alignment; controversial reception is feature not bug for strong-positioning ads; and Super Bowl provides platform for category-leadership statements.

## Frequently asked questions

What was the Daughter ad about?

60-second Super Bowl ad showing father watching his daughter race in soapbox derby against boys. Voiceover questions whether she will be valued less in workforce due to gender. Ends with Audi commitment to equal pay regardless of gender.

Was the ad controversial?

Mixed reception. Some praise for progressive positioning. Some criticism that advertising commitment exceeded actual Audi corporate practice on gender equality at the time. Sustained cultural conversation about brand-positioning-vs-corporate-practice.

### Sources & references

- [Audi US](https://www.audiusa.com/) — Audi US information.

## Related

[#### All case studies

Full library.](/learn/case-studies/)[#### Super Bowl ads

Adjacent Super Bowl case.](/learn/case-studies/super-bowl-advertising-economics-strategy/)