It appears that the smart folks in the ad department at Audi chose poorly when they made a Super Bowl commercial based on the inevitability of Presidentress Hillary Clinton.
The Internet is in the proverbial tizzy about Audi’s “feminist” Super Bowl advertisement, in which the automaker comes out in favor of equal pay for women.
At first blush, the spot seems to be nothing but the usual corporate slacktivism, a feel-good fluff-vertorial making a “brave stand” in support of an issue that was decided long ago. I’m reminded of Joaquin Phoenix’s brilliant portrayal of Commodus in Gladiator, arriving in full armor as soon as he can do so without any risk. “Father, have I missed the battle?” Well, Audi, you’ve missed the war; if there’s a place in the United States where women are actually paid significantly less for doing the same job as men, it’s not evident from what I’m reading.
After watching the one-minute advertisement carefully, however, I understood feminism, or equal pay, is the last thing Audi wants you to take away from it. The message is far subtler, and more powerful, than the dull recitation of the pseudo-progressive catechism droning on in the background. This spot is visual — and as you’ll see below, you can’t understand it until you watch it and see what it’s really telling you.
(The ad video is embedded at the link above the quote).
A personal plea to Sparta at Large:
After my humilating fail at placing a Pussy Hat on a Gorn last week I was to gun-shy to attempt to place one n an Audi. If there is a cementer out there with the chops to make one I’ll see that it gets honored as the Featured Cement on this post.