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Audi's Super Bowl commercial hopes for a more equal future

While many of the automotive Super Bowl commercials we've seen so far have been comedic, Audi's ad takes a more serious, but hopeful, tack. The ad revolves around a soap-box derby race in which only one driver is a girl. The rest of the grid has a bunch of (oddly mean-looking) boys. On the sidelines is the daughter's dad, who narrates for the duration of the commercial. He doesn't talk about the race, though. He instead muses on the income gap between men and women that he's seen through his life and his parents' lives. He wonders how he would explain to his daughter that men are valued more than women, regardless of their ability. All the while, the ad shows his daughter steadily moving up in position in the race. It seems to be a metaphor for the progress women have made over the years in equality, but still not quite reaching the goal. At the end of the race, the daughter manages to win by a nose, and at this point, the father becomes a bit more optimistic. He thinks that maybe he won't have to explain this because, perhaps, women will have equal value when she grows up. He and his daughter then gather up their stuff and take off for parts unknown in an Audi S5 Sportback, followed by a message stating Audi of America's dedication to equal pay. The message isn't subtle, but that's fine since it's a good one. It's surely good PR for Audi, too, and is a far better attempt at attracting women to the brand than something like the horribly condescending Seat Mii by Cosmopolitan. Related Video:

Salvage team boards burnt ship Felicity Ace off Azores, towing begins

LISBON — More than a week after a ship packed with around 4,000 vehicles, including Porsches, Audis, Lamborghinis and Bentleys, caught fire in the middle of the Atlantic Ocean, a salvage team managed to board the vessel on Friday and started to tow it to a safe location off the Portuguese Azores archipelago. In a statement, ship manager Mitsui O.S.K. Lines Ltd (MOL) said the Felicity Ace remained stable, and the smoke that for days billowed from the vessel, adrift around 170 km southwest of the Azores, had stopped. The 22 crew members of the Panama-flagged Felicity Ace, which was carrying around 4,000 vehicles including Porsches, Audis and Bentleys from Germany to the United States, were evacuated last Wednesday, the day the fire broke out. Some of the vehicles are electric and their lithium-ion batteries have made the fire very difficult to extinguish, port officials have said. Previous attempts to board the ship to assess its condition and start preparing it for towing had failed due to the fire and rough seas. On Friday, the team was able to board by helicopter and the salvage boat Bear started towing the vessel to a "safe area off Azores," the ship manager said. It was not clear where exactly the vessel was being towed to. It was being escorted by two tug boats and another salvage craft equipped with firefighting gear, MOL said. Related video: Image Credit: Portuguese Navy (Marinha Portuguesa) via Reuters Green Weird Car News Audi Bentley Lamborghini Porsche Electric fire car fire shipping cargo ship

Audi drives Laurel Canyon in reverse

With all its many twists and turns and narrow lanes, driving down Laurel Canyon Boulevard in Los Angeles demands your attention under the best of conditions. The driver caught on this video, however, is clearly not giving it his best. The driver behind the wheel of this new Audi – an S5 or maybe even an RS5 coupe, if our eyes and the low resolution don't deceive us – opted to drive down the canyon road entirely in reverse, with a woman in the passenger seat. The incident was caught on video by one Kevin Zanazanian, another motorist following behind. (Or would that now be considered in front? We're all turned around here). Fortunately the driver appears to have taken things at a rather leisurely pace. Which is a good thing, or at least a mitigating factor. While cars are designed to be able to back up, unless you're a stunt driver on a closed set, they're not meant to do so at speed. But then they're not meant to be driven backwards for extended lengths of time or distance, either. That's why local authorities are reportedly trying to track down the driver, who could have been held accountable for any number of infractions had he been caught in the act - including driving right through a red light, backwards, from the turning lane, across Hollywood Boulevard. With the video footage now in hand, the LAPD's West Traffic Bureau is reportedly working to determine who it belongs to, and who can be held liable for this stunt. With no injuries or damage reported, KTLA reports that the charges (however many of them) would not amount to more than misdemeanors. Related Video News Source: KTLA Government/Legal Audi Videos audi s5