[Video] Audi promotes S5 Sportback “equality” for Super Bowl image

The Ingolstadt-based automaker has also rushed to reveal its Super Bowl ad ahead of the actual Big Game, and this time around we’re getting an ad with a message, not just humor.

Unlike most of its rivals, promoting their vehicles in a lighthearted way, the S5 Sportback is not even the spotlight of the ad, although it does appear briefly. Instead, we’re getting a more serious spot, with a link to the political turmoil of late – the 60-second clip is called Daughter and will be shown during the third quarter of the game. Her dad narrates while the titular daughter is in a soap box derby race against a group of boys – some of them using dirty tactics, but in the end she prevails.

Audi is showing a mature theme for the Super Bowl, promoting less its vehicles and more equality – it’s maybe one of the ways the company is trying to make up for the Dieselgate scandal. Promoting equality in the world is a controversial subject this year, and it’s a bold move to spend so much during the most expensive night of the year to possibly spark controversy. “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,” comments Loren Angelo, Vice President of marketing at Audi of America.