Audi sought to generate positive reactions with its ad for the Super Bowl in which it wanted to empower women; however, it found more criticism that even involved other brands. Venables Bell & Partners agency produced a 60-second ad called “Daughter,” which refers to the 2018 Audi S5 Sportback and will air during the third quarter of the Super Bowl. This is Guatemala Phone Number List the brand’s ninth participation in the sporting event. But along with a host of positive reactions, the automaker is also dealing with a flood of negative comments about social media advertising, with many viewers pointing out that Audi’s 14-member US executive team is made up of 12 men and two women.
The spot was published on February 1 on YouTube and Facebook , networks in which it accumulated 5 million visits as of noon on Friday; the negative reactions had a very high proportion, since it had almost 40 thousand I do not like it and only 4 thousand I like it. The criticisms are twofold, one that the ad is simply leftist propaganda; and two, that it is hypocritical, because to a large extent the leadership of the company is male. (The board of directors of Audi AG also has six men and no women). Citing data from Networked Insights, the Wall Street Journal reported that 25 percent of comments about the ad on social media have been negative, 13 percent were negative, and the rest have been neutral.
Loren Angelo, Vice President of Marketing for Audi of the United States told the Adweek site that the automaker expected a strong reaction and remains committed to the announcement and the message. “We knew this was going to start a discussion, especially on a stage as big as the Super Bowl, and we continue to be up for the challenge,” he said. “Gender Phone Number List equity 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 provoke scrutiny of its own practices when it comes to equality. “There is a lot that goes into the calculation of individual performance pay, experience or permanence at work, etc., but we are confident in our gender equity evaluation processes and can confirm equal pay for work between men and women. Angelo said.