Prior to the Super Bowl, I was made aware of a television ad from Audi. The ad was based on the long ago discredited claim that women are systematically paid less for doing the same work as men. Here’s the ad. It’s one of those times when the PC proselytizing is actually worse than what you expected. Watching it through to the end is difficult because the smug radiates from the screen like a bad odor. It’s not the ridiculous preening that is repugnant. It is the inappropriateness. Who does Audi think buys their cars?
It’s not hard to imagine the room where this ad was screened for the executives at Audi USA. Men and women in snappy business suits talked about how to target the professional female car buyer. Maybe they had data showing that Audi lags in this segment compared to its competitors. Everyone watched the ad, nodded in agreement, felt brave and wonderful and then agreed it should be the big ad for the big game. No one bothered to ask if Audi or the ad agency pays their females less than their males.