Using your brand to make a social statement
Being careful however is wise, as well as being authentic. Watch this commercial from Audi (Super Bowl 2017). Audi wants to make a statement about gender equality. The commercial did not get major negative responses, but it did get a lot of thumbs down on YouTube. Why? Because at the time of the commercial, Audi itself did not have a single female board member...
So brand owners: pick your standpoint carefully, align yourself with your consumers and get your point across if you want to reach today's generation.
Watch Audi commercial