A new era has begun for women in Saudi Arabia since June, 24 2018: from now on they are allowed to get their driving licence and drive a car. Audi welcomes Saudi Arabia’s women behind the wheel.
To celebrate the historic day, Audi focused on a modern Saudi married couple to illustrate how equality in driving applies to everyday life. The spot, “Doors,” from Thjnk in Hamburg, shows the predictable chivalry of the husband opening doors in the home for his wife but, in a twist, she opens the door on the passenger side for him.
The title of the new social media video from Audi is “Time to open new doors.”
“We use the element of opening the door as a metaphor for access to the world of Audi and for the new independence of women,” says Giovanni Perosino, Head of Marketing Communications at AUDI AG.
Audi worked together with experts from the Middle East on the video. The film was presented on the company’s social media channels during the Saudi Arabian team’s last group match at the World Cup on June 25, 2018.