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Audi Super Bowl ad asks what we should tell our daughters about self-worth

By: Cindy Boren, The Washington Post
February 5, 2017 Updated: February 5, 2017 at 7:06 pm
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photo - Audi’s new spot on equal pay, airing during Sunday's game, is the latest buzzworthy fempowerment ad (screenshot of Audi commercial)
Audi’s new spot on equal pay, airing during Sunday's game, is the latest buzzworthy fempowerment ad (screenshot of Audi commercial) 

Audi really, really hopes that you’ll buy its cars, but the German automaker is using its Super Bowl LI commercial to deliver a different kind of message, one that strikes at the heart of gender equality.

It opens with a sobering question: “What do I tell my daughter?” begins the male narrator. “Do I tell her that her grandpa is worth more than her grandma? That her dad is worth more than her mom?”

So much for the Super Bowl era of cuddly animals, people doing dumb-yet-hilarious things and guys getting hit in the crotch. This one hits hard at stats that show women earning, on average, 79 cents to the dollar that men do. How, the narrator wonders as his daughter wins a road race, will he tell her that “her education, her drive, her skills, her intelligence” may not keep her from “being valued less than every man she ever meets.”

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