Audi Spain has flipped your typical gender norms on their head in a new spot that features a doll hell bent on getting herself a great car. The ad is titled, ‘The Doll That Chose to Drive’.
When the lights in the toy store go out, the Barbie-esque doll finds herself in a useless carriage, but takes matters into her own hands when she spots a range of faster, sleeker modes of transport on the ‘boy side’ of the aisle.
Created by Proximity BCN with production by Post23, the ad specifically aims to smash the gender stereotypes of both cars and toys, with a boy at the close of the ad telling his mum he wants to buy the car with the doll driver.
His mum replies, “But darling, they don’t go together, do they?” before removing the doll from the toy Audi. But the boy sneaks back to grab her at the end, with a line that states, “Because playing, like driving, should not be influenced by gender stereotyping.”
A hashtag, #CambiemosElJuego (“Let’s change the game”), was also included to invite people to weigh in on the topic.
“There is a growing trend for brands to communicate what they are all about and how they intend to improve people’s lives,” Eva Santos, general creative director at Proximity, told AdWeek.
Also speaking to the publication, Audi Spain rep Ignacio Gonzelez added the spot is “the brand’s way of helping to promote a more egalitarian social model … starting with boys and girls, tomorrow’s drivers.”