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Audi “Daughter” 2017

Audi “Daughter” (2017) is an Audi commercial directed by Aoife McArdle for Venables Bell & Partners, produced by Somesuch. It won 2 awards, including One Show 2017 Gold Pencil — Moving Image Craft and YouTube Ads Leaderboard Feb 2017 #6.

A father questions what he should tell his daughter about gender inequality, as she races in a soapbox derby, highlighting Audi's commitment to equal pay.

Video: Aoife McArdle on Vimeo

Shot by shot

  1. A wide shot of a soapbox derby race with children in various homemade cars at the starting line, with spectators and checkered flags under a golden hour sky.© Audi0:00
  2. A man in his 30s with dark hair and a grey shirt claps slowly in a crowd, looking serious.© Audi0:04
  3. A young girl with blonde hair wearing an orange racing helmet looks intently forward, as if preparing for a race.© Audi0:13
  4. A young female racer, wearing a blue helmet with a yellow star, is focused and determined while riding a motorcycle on a dirt track.© Audi0:15
  5. A young girl with blonde hair and a racing helmet smiles excitedly while driving a car in a desert landscape.© Audi0:19
  6. Three children race soapbox derby cars down a winding road during golden hour.© Audi0:23
  7. Audi “Daughter”, shot 24© Audi0:25
  8. A young girl in a football helmet and shoulder pads looks over her shoulder, with a blurred house in the background, as she prepares to play football.© Audi0:27
  9. Two children race in homemade go-karts on a dusty suburban street, kicking up dirt as they speed past.© Audi0:30
  10. Two children in homemade soapbox derby cars race down a dusty suburban street at golden hour, kicking up dust as they speed past houses.© Audi0:33
  11. A young girl with blonde hair and a helmet laughs joyfully while riding in a go-kart outdoors during the day.© Audi0:42
  12. A young girl with blonde hair and a colorful necklace walks next to an adult, looking up with a slight smile, outdoors at dusk.© Audi0:48

Stills © Audi. Made by Venables Bell & Partners, Somesuch and Aoife McArdle.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Father's internal monologue about gender inequality juxtaposed with daughter's racing ambition.

Tagline: “Progress is for everyone.”

father-daughter bondgender inequality commentaryracing metaphorchild's ambitionsocial commentaryaspirational message

The cut

Length
60 s
Shots
46
Average shot
1.3 s

What creatives use Audi “Daughter” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Audi “Daughter”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A wide shot of a soapbox derby race with children in various homemade cars at the starting line, with spectators and checkered flags under a golden hour sky.© AudiA man in his 30s with dark hair and a grey shirt claps slowly in a crowd, looking serious.© AudiA young girl with blonde hair wearing an orange racing helmet looks intently forward, as if preparing for a race.© AudiA young female racer, wearing a blue helmet with a yellow star, is focused and determined while riding a motorcycle on a dirt track.© Audi
    Frames from Audi “Daughter”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Audi “Daughter” in order, with its length, framing and what happens in it.

    A wide shot of a soapbox derby race with children in various homemade cars at the starting line, with spectators and checkered flags under a golden hour sky.© AudiA man in his 30s with dark hair and a grey shirt claps slowly in a crowd, looking serious.© AudiA young girl with blonde hair wearing an orange racing helmet looks intently forward, as if preparing for a race.© AudiA young female racer, wearing a blue helmet with a yellow star, is focused and determined while riding a motorcycle on a dirt track.© AudiA young girl with blonde hair and a racing helmet smiles excitedly while driving a car in a desert landscape.© AudiThree children race soapbox derby cars down a winding road during golden hour.© Audi
    Length: 60 s · Shots: 46 · Average shot: 1.3 s

  3. 03Ad ideas: every spot built on a father-daughter bond

    Before you present an idea, you need to know who has done it, and how.

    Audi “Daughter” is built on a father-daughter bond. Search the library by idea to see every spot that uses it.

    Prison Radio Association “Connection”© Prison Radio AssociationGoel TMT “Band Baaja Bitiya”© Goel TMTApple “Heartstrings”© AppleNike “Voice of Belief”© Nike
    Prison Radio Association · Goel TMT · Apple · Nike

More commercials by Aoife McArdle

More from Venables Bell & Partners

  • Peelz Mandarins "Thiz Iz Peelz" (2022) commercial still© Peelz MandarinsPeelz Mandarins “Thiz Iz Peelz” 2022Dir. Steve Mapp · Venables Bell & PartnersCiclope Gold 2022
  • SIMI Winery "Goodness from Grit" (2021) commercial still© SIMI WinerySIMI Winery “Goodness from Grit” 2021Dir. Nick Ball · Venables Bell & PartnersCiclope Gold 2021
  • Reebok "Nails" (2020) commercial still© ReebokReebok “Nails” 2020Dir. Andreas Nilsson · Venables Bell & PartnersWebby Awards Winner 2020
  • Audi "Parking Lot" (2018) commercial still© AudiAudi “Parking Lot” 2018Dir. Steve Rogers · Venables Bell & PartnersLondon International Awards Gold 2018
  • Audi of America "Duel" (2017) commercial still© Audi of AmericaAudi of America “Duel” 2017Dir. Ringan Ledwidge · Venables Bell & PartnersBritish Arrows Gold 2017
  • eBay "Bad Dog" (2013) commercial still© eBayeBay “Bad Dog” 2013Venables Bell & PartnersAICP Awards Winner 2013

Award-winning auto commercials

Questions

Who directed the Audi “Daughter” commercial?

Aoife McArdle directed it, produced by Somesuch, for the agency Venables Bell & Partners.

Which agency made Audi “Daughter”?

Venables Bell & Partners created it for Audi (2017).

What awards did Audi “Daughter” win?

2 awards, including One Show 2017 Gold Pencil — Moving Image Craft and YouTube Ads Leaderboard Feb 2017 #6.

What is the tagline of Audi “Daughter”?

“Progress is for everyone.”

Sources for the credits and awards

en.wikipedia.orgsuperbowl-ads.comiSpot.tvboston.comadstasher.comen.wikipedia.orgshotsoneclub.orgweb.archive.org