Irish director behind much talked about Super Bowl ad tackling gender pay gap
Audi's Super Bowl ad was one of the most talked about over the last few days, taking on equal pay for women and the gender pay gap in America.
The ad features a father watching his daughter compete in a kart race questioning how society views women and how to discuss it with her.
In the description of the ad, Audi point that part of the idea came from a 2016 report by the U.S. Congress Joint Economic Committee that found women were paid 21% less than men on average.
The woman behind the ad was Irish director Aoife McArdle.
Hi Anna. The commercial was directed by Aoife McArdle, an award-winning female filmmaker.
— Audi USA (@Audi) February 6, 2017
Tyrone-born McArdle previously tackled the subject in an ad for Secret, who make women's deodorants and antiperspirant.
Raise from AOIFE MCARDLE on Vimeo.
McArdle has previously directed ads for companies such as Honda and Under Armour as well as music videos for artists including U2 and James Vincent McMorrow.
And 2017 looks set to be a big year for McArdle with her feature directorial debut due out later this year, titled Kissing Candice.
#IrishFilm coming in 2017: Aoife McArdle's Kissing Candice, produced by @VenomFilm. pic.twitter.com/Lq8BXpglPp
— Scannain (@Scannain_com) January 12, 2017
McArdle's Audi ad has received plenty of praise on Twitter.
AUDI - Haters gonna hate, but kudos to Audi for spending m to support a worthy cause bigger than itself. #DriveProgress pic.twitter.com/B1I4rFrLYH
— ADWEEK (@Adweek) February 6, 2017
My favorite ad of the #SuperBowl #sb51 so far. Well done @Audi @VenablesBell #3percentsb #driveprogress #changetheratio #diversity
— cindygallop.eth (@cindygallop) February 6, 2017
Thanks, Audi, for your Super Bowl ad. Nothing political about equal pay. We should all want our daughters to have equal pay.
— Valerie Jarrett (@ValerieJarrett) February 6, 2017
Another powerful #SB51 commercial. https://t.co/UAyJEiYyZy
— Alyssa Milano (@Alyssa_Milano) February 6, 2017
We see you #Audi great commercial
— octavia spencer (@octaviaspencer) February 6, 2017
However, some people were not so impressed with Audi's message.
Audi, new champion of women's equity at work, has no women on their board pic.twitter.com/y32FVAr6eP
— Judd Legum (@JuddLegum) February 6, 2017
But Audi has responded to some of the online criticism.
Hi Susan. When we account for all the various factors that go into pay, women at Audi are on par with their male counterparts.
— Audi USA (@Audi) February 3, 2017
We have diverse hiring practices to ensure equality across our staff. For details, visit: https://t.co/xyZafMq9sy
— Audi USA (@Audi) February 3, 2017
Whatever your thoughts, it looks like Aoife McArdle is going to be a name to remember.
