https://www.youtube.com/watch?v=G6u10YPk_34
ICYMI: Audi dropped a gender equality ad for the Superbowl 2017, with a father thinking out aloud about how to explain the world and lack of equal pay to his daughter. In this political climate, the ad quickly became a flashpoint. Via Adweek:
Citing data from Networked Insights, the Wall Street Journal reported that 25 percent of the comments about the ad on social platforms have been negative, 13 percent have been positive, and the rest have been neutral.
Loren Angelo, vp of marketing Audi of America, told Adweek on Friday that the automaker was expected a strong reaction and remains committed to the ad and it message.
“We knew this would spark a conversation, especially on a stage as large as Super Bowl, and we remain up for the challenge,” he said. “Pay equality has been a part of the public conversation for some time now and we believe the message deserves a platform.”
It was perhaps inevitable that Audi’s advertising message would prompt scrutiny of its own practices when it comes to equal pay. Adweek asked the brand about it on Wednesday, before the criticism gathered steam.
“There is a lot that goes into calculating pay—individual performance, experience or tenure in the job, etc. But we are confident in our processes for evaluating pay equality and can confirm equal pay for equal work between men and women,” Angelo told Adweek at the time.
That somewhat convoluted answer, even as it asserts a real commitment to the cause, has not done much to assuage critics.