Audi 'Daughter' Super Bowl 2017: the gender pay equality ad that defined progressive brand advertising
Audi released 'Daughter' Super Bowl ad in February 2017 showing father watching his daughter compete in soapbox derby while voiceover reflects on whether his daughter will be valued less than men in workforce. The 60-second spot ended with statement about Audi's commitment to gender equal pay. The ad was widely covered, won multiple industry awards, and became reference point for progressive brand advertising on Super Bowl. The case is studied as canonical Super Bowl progressive-brand-positioning ad.
- 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
Audi Daughter by the numbers
Quick facts
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 — Audi US information.