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A Tyrone woman was responsible for one of the most talked about ads of the Super Bowl

Remember the Audi ad? It was directed by Irish filmmaker Aoife McArdle.

aid Source: YouTube

ONE OF THE most talked about ads of Super Bowl Sunday was an Audi ad that addressed the pay gap between men and women.

The ad features a young girl competing in a downhill cart race as her father asks a series of questions regarding gender equality and the value of women.

What do I tell my daughter? Do I tell her that her Grandpa is worth more than her Grandma? That her Dad is worth more than her Mom? Do I tell her that despite her education, her drive, her skills, her intelligence, she won’t automatically be valued less than every man she ever meets? Or maybe I’ll be able to tell her something different.

The 60-second ad ends with the tagline: “Audi of America is committed to equal pay for equal work.”

Source: Audi USA/YouTube

The ad has since been viewed over 10 million times on YouTube.

Audi won praise from many viewers for speaking out on the issue of wage inequality. (The ad cites data from a US Congress Joint Economic Committee report, which showed that women only earn 79% of what their male counterparts earn.)

And as it turns out, we have an Irish woman to thank for the ad.

Aoife McArdle, a filmmaker from Co. Tyrone, directed the television spot.

McArdle grew up in Omagh and studied English in Trinity College before pursuing a career in filmmaking.

Since then, she has directed music videos for the likes of U2, James Vincent McMorrow and Simian Mobile Disco. She has also directed ads for high-profile brands like Under Armour, Samsung and Honda.

Back on home soil, she’s made a mark with ads like this Bulmers campaign from 2015.

Source: TheJournal.ie/YouTube

As well as this memorable spot for the Electric Ireland GAA Minor Championships.

Source: Electric Ireland/YouTube

McArdle will release her debut feature film Kissing Candice later this year.

A name to remember!

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About the author:

Amy O'Connor

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