The best super bowl ad: Audi takes a stand on the side of women

Share this story with other MarketersShare on LinkedIn
Linkedin
Share on Facebook
Facebook
Share on Google+
Google+
Tweet about this on Twitter
Twitter
Email this to someone
email
Print this page
Print

Like many of you, I have been watching the release of Super Bowl ads the last few weeks. I heard one of my friends ask, “If Super Bowl ads are so expensive, why do some brands do really bad ads?” That’s a great question. In reality, normally there are only 3 or 4 great ones each year, with 10 good/ok ones and the rest will be awful.

I must confess that one of my all time favorite Super Bowl ads is “Farmer” by Dodge. It had an arresting quality that made you stop and listen. While everyone else was loud, they were quiet. It told a story that made me tingle. It picked a target for their spot, the working class of America, without worry about “are we alienating the non farmers who might buy our trucks?” Please stop asking these questions. Your consumer does not think this way. And Dodge Ram made a promise, to stand with the hard working farmers of America, which is what every brand should do.

Watch.


This year’s Audi spot shares some of the same principles as the “Farmer” ad. Through a father’s voice, Audi has a great question of “what do I tell my daughter?”. There is no fear here of alienating men. Most of us have mothers, sisters, daughters and friends we want to experience the same opportunity. We need more messages where girls are able maximize their potential. We need more thinking that way in society. Audi told a story, through the innocence of a young girl, who has likely not yet faced what she will face in the future. She swerves throughout the race and wins–a metaphor for what comes ahead in her life. And, as they walk to the car,  just as it looked like Audi might choose to sell the car, they quietly male a bold promise: Audi of America is committed to equal pay for equal work. Nice job Audi.

Here’s the script:

  • 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? Or maybe, I’ll be able to tell her something different.
  • Audi of America is committed to equal pay for equal work.
  • Progress is for everyone

I am the father of an 18 year old daughter, who I want to see achieve whatever she wants in life. Her biggest obstacle will be the rising tide of sexism I am seeing, not just the old men out there, not just the corporate world but among her own peer group of teenage boys. Sadly, I see sexism on the rise. As a fellow dad, go have a talk with your sons and let’s get back on track to progress. We have to stop believing that someone else’s gain is a threat to us.

This type of ad builds on Nike’s “If you let me play” from 20 years ago:

 

Enjoy the game.

And go Patriots.

To read more our brand leader training presentation on how to inspire marketing execution, click on this powerpoint below:

 

Beloved Brands: We make brands stronger and brand leaders smarter.

We will unleash the full potential of your brand. We will lead a 360-degree assessment of your business, help you define your Brand Positioning, create a Big Idea that will transform your brand’s soul into a winning brand reputation and help you build a strategic Brand Plan everyone who works on the brand can follow.

We will make your team of Brand Leaders smarter so they produce exceptional work that drives stronger brand results. We offer brand training on strategic thinking, brand analytics, brand planning, brand positioning, creative briefs and marketing execution.

To contact me, call me at 416 885 3911 or email me at graham@beloved-brands.com

Share this story with other MarketersShare on LinkedIn
Linkedin
Share on Facebook
Facebook
Share on Google+
Google+
Tweet about this on Twitter
Twitter
Email this to someone
email
Print this page
Print

Published by

Graham Robertson

Graham Robertson is one of the voices of today's brand leaders. As the founder of Beloved Brands, he has been a brand advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He's helped train some of the best marketing teams on strategy, brand positioning, brand plans and advertising. Graham's purpose is to use is marketing experience and provocative style to get marketers to think differently about their brands, and to explore new ways to grow. Graham spent 20 years leading some of the world's most beloved brands at Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP Marketing. Graham played a significant role in helping win Marketing Magazine's "Marketer of the Year" award. He has won numerous advertising and innovation awards including Businessweek’s best new product award. As a keynote speaker, Graham shares his passion for brands to challenge and inspire marketing minds around the world, whether speaking at Advertising Week, or at the NBA Summer League, or to a room full of marketers in Bangkok Thailand or an agency in New York. He's been a guest writer for Ad Age, and his weekly blog stories have reached millions of marketers, who are trying to improve their skills. His new book, Beloved Brands, has launched with rave reviews. Many brand leaders are using this book as a playbook to help build the brand they work on. And, it serves as a brand management textbook for business schools in the US, Canada and the UK. Graham’s personal promise is to help you solve your brand building challenges, to give you new thinking, so you can unlock future growth for your brand.

Comments: have your say