The super bowl commercials are no joke - and Audi's newly-released commercial that will air during the game this Sunday is no exception.
Not your average generic car commercial, the company took the opportunity to incorporate a feminist message of gender equality into its super bowl commercial. In the spot, titled "Daughter," a dad watches his daughter competing against all boys in a downhill cart race while asking powerful questions about the state of gender equality.
"What do I tell my daughter? Do I tell her that her grandpa's worth more than her grandma? That her dad is worth more than her mom? Do I tell her that despite her education, her drive, her skills, her intelligence, she will automatically be valued as less than every man she ever meets?"
I'm not crying, you're crying.
His daughter crosses the finish line, and he says, "Or maybe, I'll be able to tell her something different." The duo drives off in an Audi (because it is still an ad after all), and the commercial wraps up with subtitles that read, "Audi is committed to equal pay for equal work. Progress for everyone."
While the ad has been seen by some as trying to monetize the current hot-button issue of women's equality, Audi has said in a statement that it will practice what it preaches by establishing a graduate internship program and will require that 50 percent of the enrollment be female in effort to promote equality throughout the company.
We're interested to see if any of the other super bowl ads on Sunday make a response to the current U.S. political climate - hopefully, we're in for more inspiring and empowering messages like this one that will keep us thinking about the importance of making progress.