As of this week, women in Saudi Arabia are finally allowed to drive, in a move towards a bit more egalitarianism in the absolute monarchy. Women's rights aside, auto brands are naturally thrilled about this development--more drivers means more people who need cars.
A new spot for Audi from Thjnk AG in Hamburg, Germany, shows how the policy manifests in a small but meaningful way in the interactions between a married couple. The pair sweeps through their spacious house, heading casually for the exit.
As they come to each set of doors, the husband pauses as his wife steps through. When they come to the Audi waiting for them in the courtyard, however, she holds the passenger-side door for him before taking a seat behind the wheel.
Nacho GayÃ¡n directed the film, which was produced by Stink Films Berlin. It premiered in Saudi Arabia on Monday before a global release. The spot is also running in a cinema placement in Saudi Arabia's first and only movie theater, an AMC which opened in April in Riyadh, the country's capital and most cosmopolitan city.
Audi's spot is the latest in a series of congratulatory work from brands. After the lifting of the ban was announced, Nissan offered driving lessons to women. And this month, men shared their feelings about having women on the road in a spot from Shell.