The Real Message Behind Audi’s Super Bowl Ad Isn’t Exactly An Uplifting One
Is this the daughter of our handsome protagonist? Don’t get it twisted; the dad, not the daughter, is our protagonist. The daughter is an object of desire. Not sexual desire, but objective desire. She’s something you want to have, not the person you want to be. But I doubt this is the daughter. Let’s look at the visual language. She’s got a coarse, chunky prole face, obvious braces, and an old-style varsity jacket. In other words, she’s poor, just like the fat boys. And just in case you can’t read the message, they’ve actually put stripper glitter on her face — or the suggestion of it, at least.
The inclusion of this other girl seems like a staggering error, because she gets dusted right at the start of the race. If this story is about girls overcoming all odds, then having another girl who is at the back of the pack doesn’t serve the narrative. But the narrative, I assure you, is quite operational. Have you figured out yet what this spot is really about? {…}
Well, if you’ve been reading along, I think you’ve figured out what the real message of this Audi advertisement is, but just in case you’ve been napping I will spell it out for you: Money and breeding always beat poor white trash. Those other kids in the race, from the overweight boys to the hick who actually had an American flag helmet to the stripper-glitter girl? They never had a chance. They’re losers and they always will be, just like their loser parents. Audi is the choice of the winners in today’s economy, the smooth talkers who say all the right things in all the right meetings and are promoted up the chain because they are tall (yes, that makes a difference) and handsome without being overly masculine or threatening-looking.
At the end of this race, it’s left to the Morlocks to clean the place up and pack the derby cars into their trashy pickup trucks, while the beautiful people stride off into the California sun, the natural and carefree winners of life’s lottery. Audi is explicitly suggesting that choosing their product will identify you as one of the chosen few. I find it personally offensive. As an owner of one of the first 2009-model-year Audi S5s to set tire on American soil, yet also as an ugly, ill-favored child who endured a scrappy Midwestern upbringing, I find it much easier to identify with the angry-faced fat kids in their home-built specials or the boy with the Captain America helmet.
From: The Real Message Behind Audi’s Super Bowl Ad Isn’t Exactly An Uplifting One
