Saudi Arabia – With the nation reversing its decades old law against women driving, Audi released a new spot to welcome ladies to the wheel.
The advert, created by thjnk Hamburg GmbH, shows a Saudi couple getting ready to the leave the house, with the woman putting on her hijab while her partner performs traditional acts of chivalry such as opening each door for her on the way out. But when they reach their Audi car, the roles are reversed as the woman opens the passenger door for her companion and takes the driver’s seat herself.
It is a simple yet effective statement by the car brand who will now have a whole new set of consumers to appeal to. With more than 120,000 women applying for a license on the first day of the lifted ban, car makers will have to now consider ways to invite them into their folds, especially at a time of rapid modernisation for one of the world’s most conservative countries.