Audi Drives Progress in Game Day Spot with Universal Appeal

  • Audi returns to the big game with a 60-second spot called
    “Daughter” to air in the third quarter on Sunday, Feb. 5
  • Cinematic story delivers an emotional message about a father, his
    daughter and her future
  • Moving spot debuts the all-new Audi S5 Sportback and underscores
    the brand’s commitment to #DriveProgress

HERNDON, Va.–(BUSINESS WIRE)–Audi returns to America’s biggest night in football with a powerful
60-second commercial called “
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 big game. San Francisco-based Venables Bell & Partners
created the commercial. This year marks Audi’s ninth appearance at the

“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.”

“Daughter” can be viewed now at the Audi
USA YouTube channel
. The commercial was directed by Aoife McArdle,
an award-winning filmmaker, and features the hashtag #DriveProgress,
which Audi will use in the coming year to promote new and ongoing

Audi of America is committed
to supporting pay equality, inclusivity, and the growth and development
of all employees. The company has publically 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.

Fans can follow the #DriveProgress story @Audi on Facebook and Twitter.
Additionally, Audi will launch a custom Snapchat filter nationally
encouraging fans to participate in the #DriveProgress conversation by
sharing their own stories.

The all-new 2018 Audi S5 Sportback Prestige featured in the commercial
will be available in Spring 2017. For more information on the S5, please

For nearly a decade, Audi of America has led with compelling stories on
game day – from shooting for the moon in 2016 with “The Commander” to
ending the vampire craze in 2013. Engaging creative combined with
actions to engage the socially active audience has been signature to the
brand’s actions by being the first brand to use a hashtag in a game day
commercial in 2011 to allowing consumers to select the final ending in

Fans can follow @Audi on Twitter, Instagram and Snapchat, and Audi USA
on Facebook.


Audi of America, Inc. and its U.S. dealers offer a full line of
German-engineered luxury vehicles. The Audi Group is among the most
successful luxury automotive brands globally. In 2016, AUDI AG delivered
about 1.871 million Audi automobiles and broke all-time company sales
records for the seventh straight year in the U.S. Visit or for
more information regarding Audi vehicles and business topics.


Audi of America Communications
Miranda Harper, +1