The ad takes on the pervasive trope that women must be passengers and men drivers

Car advertisements have never outwardly said as much, however, from watching decades of branded messages, the implied message is that women are relegated to the passenger seat while men are the ones in the driver’s seat. Audi Spain‘s latest advertisement challenges this trope and puts women behind the wheel.

Audi Campaign psfk.com

In the “The Doll That Chose To Drive” advertisement there’s a focus on two toy aisles, one pink and one blue. In the pink aisle, or the ‘girls’ side,’ the toys come alive and one of the dolls has a carriage problem. She goes to the boys’ side to find a car, which is where an Audi model catches her eye. The car encourages her to take the passenger seat, though she declines, opting instead to take the wheel. The doll proceeds to drive around the toy store seeing the many gender stereotypes cast aside, allowing everyone to do what they please, sans gender constraints.

This is a new direction for a car company to take, one that directly challenges the stereotypes that tend to pervade many an industry, automotive included.

The Audi campaign can be seen below:

Audi Spain

Car advertisements have never outwardly said as much, however, from watching decades of branded messages, the implied message is that women are relegated to the passenger seat while men are the ones in the driver’s seat. Audi Spain‘s latest advertisement challenges this trope and puts women behind the wheel.

In the “The Doll That Chose To Drive” advertisement there’s a focus on two toy aisles, one pink and one blue. In the pink aisle, or the ‘girls’ side,’ the toys come alive and one of the dolls has a carriage problem. She goes to the boys’ side to find a car, which is where an Audi model catches her eye. The car encourages her to take the passenger seat, though she declines, opting instead to take the wheel. The doll proceeds to drive around the toy store seeing the many gender stereotypes cast aside, allowing everyone to do what they please, sans gender constraints.