Audi Super Bowl “Daughter”

In 2016, Audi underwent a rigorous audit to ensure equal pay. We planned to talk about it while celebrating our first female president touting progress for all. Then, all hell broke loose when Trump won the presidency, leaving many parents wondering what to say to their children. So, we quickly pivoted to a more somber tone and used the worlds biggest stage to take a stand for equality.

 

“Advertising has the ability to change the way we see the world, and I am so grateful to you for using this ad to send such a powerful message about equal pay.”

- Sheryl Sandberg to Audi’s marketing team.

 

Case Study

 

"Daughter" went on to become Audi's best performing Super Bowl spot in every category and sparked a powerful conversation.


25 Million+ Digital Views

#1 Ad in Social Engagement

#2 Most Watched

#3 in USA Today, AdAge and Adweek polls

437 Press Stories

3.3 Billion+ Impressions

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Recognized by The One Show, AICP, CA and Cannes.

✎ Made at Venables Bell & Partners with Justin Moore, Mike McGuire and Kathy Hepinstall.

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