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Original poster

Audi ad starring first ever female protagonist

75 replies

Thisisaeuphemism · 13/05/2013 20:28

I just saw this new (?) ad for the audi SQ5 on TV and am astounded at how awful it is. Has anyone seen it?

www.youtube.com/watch?v=Goc3giF2-oE

(Sorry if its been discussed here before.)

OP posts:
whiteandyellowiris · 14/05/2013 09:27

the part where her skirt rips right upto the top of thigh is also very creepy

Original poster
Thisisaeuphemism · 14/05/2013 11:01

I guess what astonishes me most is that no one either in the prestigious ad company who made it or in audi watched that ad and said, "er, this is a v. strange/creepy strategy..."

Did they really think it was a good ad or are they all just yes-monkeys?

Audi, car for men who like to see women brought down a peg or two.

OP posts:
whiteandyellowiris · 14/05/2013 11:09

thisis, i'm guessing they don't have many women that decide these things!

arsenaltilidie · 14/05/2013 14:23

Sunny so you mean no person should fall over in a car advert Hmm. Especially a car that's aimed at both man and women.

Greythorne there was no male gaze.
The woman was immaculately dressed but not in a sexual manner.
Rape narrative?? It was in the high street fgs.

The clothing had style but an Audi has style AND substance.

The ad is shit because no one comes to help; but then again, it is meant to 'shock' people so they remember it.

YoniTime · 14/05/2013 14:44

I'm glad a man came here to explain to the feminists that there was no male gaze in the advert. Grin See, nothing to be offended about, move on.

PacificDogwood · 14/05/2013 17:37

Ok, I've just watched the ad again: agree, there is no avoiding fallen woman (I clearly did not pay much attention when I saw it on the telly Blush).

However, the male gaze is SO there, cummon!
Fetish heels, long, long hair, ripped skirt, falls to all fours, dark street... deeply creepy.

FWIW, I've had Audis, I like(d) them, they have in the past had ads that I did not find in any way offensive. This one, I do.
And for the record, I am not 'shocked' - I am a big girl, I can take it, and it didn't make me remember it better otherwise I would not have posted as I did, not having bothered to actually view it again with the OP's link.

RootinTootin · 14/05/2013 17:43

Good grief. From the comments....

The advert being lambasted at present, is NOT propagating misogyny nor the frivolity of females nor, laughably, the heartlessness of faceless Audi drivers. The storyline is simple and inoffensive - spend your money on objects that not only look good but those that stand the test of time. Abhorring status symbols and investing in solidity and quality. The 'actress' who now, unjustifiably, has had the cross-hairs placed on her, is neither without morals, substance or a deep awareness for the standing of females within Western society. The people who are fixating on a negative translation of this ad are propagating the oppressive stereotype NOT the performer. The ad is intended as a wry, light-hearted, 'fun', tongue-in-cheek story of falling for bling over content, of fashion over durability, of flash over comfort. Of ignoring superficiality and choosing strength and calm.

Quite.

ConfusedPixie · 14/05/2013 17:44

Another who thought that it would be an ad about rape or alcohol. What a crock of shit.

Original poster
Thisisaeuphemism · 14/05/2013 18:07

Er, Rootin, where on earth did you get this from?

"The 'actress' who now, unjustifiably, has had the cross-hairs placed on her, is neither without morals, substance or a deep awareness for the standing of females within Western society."

I don't even know what cross-hairs means. Where did anyone mention the actress, her morals or her awareness of anything? Please show me, I'm intrigued.

Oh yeah, the ad was really light-hearted and fun.

OP posts:
Original poster
Thisisaeuphemism · 14/05/2013 18:09

And Rootin, Why do you get to decide what is propagating misogyny or not?

How have you decided the storyline is inoffensive? Doesn't our being offended count?

Clearly not.

OP posts:
ZangelbertBingeldac · 14/05/2013 18:12

beautiful woman gets slow, sexualised 'come- uppance

^ this ^

I hated it.

Booyhoo · 14/05/2013 18:14

oh this ad infuriates me! Angry

how fucking obvious can they get?

women= silly creatures in silly clothes that make them fall over and look stupid

men=smart because they pay thousands for a chunk of shiny metal that loses a 1/4 of it's value as soon as it's off the forecourt. Hmm

logical right?

Booyhoo · 14/05/2013 18:20

"Shit advert, but don't see why its a feminist issue. What if the car was driven by a woman."

but it wasn't- once again. that's why it's a feminist issue. they could have had a man wearing cheap clothes looking all sexed up and falling over splitting his trousers and a woman walking past and driving away in the car. they never would. that's why it's a feminist issue.

Booyhoo · 14/05/2013 18:28

"The ad is intended as a wry, light-hearted, 'fun', tongue-in-cheek story of falling for bling over content, of fashion over durability, of flash over comfort. Of ignoring superficiality and choosing strength and calm."

so why not use a man falling over and a man driving away or a woman falling over and a woman driving away? or a man falling over and a woman driving away? that would have been memorable for the right reasons- in that it wouldn't be the same old 'cars are for men, women are just to be looked at and laughed at '

they really didn't get very far with the whole 'thinking through all the options' thing did they? i mean how much extra brain power would it have cost for someone to say "i know, who dont we just use two men?"

well we all know why dont we.

YoniTime · 14/05/2013 18:37

Rootin was quoting some shitty youtube comment.

NiceTabard · 14/05/2013 18:43

Laughing that someone is trying to make out that objections to this ad = a personal attack on the morals of the actress.

WTAF? Grin

FasterStronger · 14/05/2013 18:48

i like audis. but that advert is nasty, creepy and anti women. it certainly puts me off buying one and I was looking at Q7 prices only this morning.

who the fuck do they think they are?

EauRouge · 14/05/2013 18:49

Very creepy, especially the bit where her skirt splits. Will appeal to the usual Audi drivers, ie aggressive bell-ends who have no idea about correct braking distance.

NigellaTufnel · 14/05/2013 18:51

We were going to get and Audi or a Volvo for our new car.

We'll be getting a Volvo.

That is fecking offensive.

StickEmUpPunk · 14/05/2013 18:52

This reply has been deleted

Message withdrawn at poster's request.

FasterStronger · 14/05/2013 18:54

nigella - I refer to my Volvo as my Vulva, clearly the feminist quality car.

SirChenjin · 14/05/2013 18:56

It is truly awful, isn't it? Were the ad men (I can't believe for a minute there was any female input) on something when they thought of this? Or was it put together by some marketing students on work experience while they fucked off to the pub?

Really, really poor advert.

Greythorne · 14/05/2013 19:10

I can't stop laughing at the comment that there was no male gaze!

YoniTime · 14/05/2013 19:30

Yes that comment was pretty amazing.

NigellaTufnel · 14/05/2013 19:49

I Blush have had an Audi before. And I loved it.

But that has really tipped me towards the Vulva.

Although I don't know if I can get away with "c'mon kids, in the vulva!"