(February 1, 2017) HERNDON, Va. — Audi returns to America’s biggest night in football with a powerful 60-second commercial called “Daughter.” Known for cinematic and memorable storytelling, Audi this year delivers a message of pay equality in the workplace, a theme of universal importance. “Daughter” will air on Sunday, Feb. 5 during the third quarter of the Super Bowl. This year marks Audi’s ninth appearance at the game.

“With ‘Daughter,’ Audi continues to push the envelope with compelling storytelling on a national platform. Pay equality is a big message for a big stage,” said Loren Angelo, vice president of marketing, Audi of America.

“As a business built on bold innovation — from LED lighting to Audi quattro — progress is at the heart of what we do. We’re a brand that’s ahead of the curve and looking towards the future, just like our next generation of buyers.”

“Daughter” tells the emotional story of a young girl competing in a downhill cart race in her home town as her father looks on.  As she races around the track, her father contemplates whether his daughter’s worth is measured by her gender. He wonders, “What should I tell my daughter….that she will automatically be valued less than every man she’ll ever meet?” As he stands hopeful on the sidelines, watching her outwit her adversaries to win the race, he finds a new-found confidence, celebrating her victory and the tangible hope for equality in her bright future. The commercial concludes with a powerful message on “equal pay for equal work,” and that “progress is for everyone.”

Audi of America is committed to supporting pay equality, inclusivity, and the growth and development of all employees. The company has publicly pledged to support ongoing commitment to women’s pay equality in the workplace and to foster a work environment that drives equality for all employees. Audi also instituted a graduate internship program where 50 percent of enrollment must be female establishing greater equality for our future workforce.

The company also supports external initiatives to develop opportunities for women at the educational, career and leadership levels in art and film, STEM, and business that will inspire and secure the next generation of female leaders. Already this year, the brand collaborated with longtime partner AFI FEST to create the Audi Fellowship scholarship program, which will grant one promising female director AFI Conservatory enrollment. Audi has been the official automotive sponsor of AFI FEST for over 14 years.
 
The all-new 2018 Audi S5 Sportback Prestige featured in the commercial will be available this spring.