Thinking of my daughter during Audi Super Bowl commercial

The brand's 60-spot titled "Daughter" features a young girl winning a downhill cart race while her father watches from the sidelines, wondering aloud, "What should I tell my daughter - that she will automatically be valued less than every man she'll ever meet?"

Networked Insights, a research firm that mines social media sites, said there have been roughly 4,580 comments made about the Audi commercial on Twitter, YouTube and other social platforms as of mid-day Thursday.

The ad opens with a young girl racing a soapbox vehicle against a boy, with her father musing in voiceover.

"What do I tell my daughter? That her dad is worth more than her mom?" the narrator asks.

Some viewers have reacted on social media by lashing out at the auto company and criticizing it for allegedly not practicing what was being advocated in the ad. "Do I tell her that her grandpa is worth more than her grandma?".

Audi ends the spot with the message that they are committed to equal pay for equal work and that 'progress is for everyone'. The rest of the comments were neutral, the company found.

A message on Audi's YouTube page noted that "a 2016 report by the U.S. Congress Joint Economic Committee found that women were paid 21% less than men on average".

"We are a brand that's always conscious of what is happening in the social space", Loren Angelo, the vice president of marketing for Audi of America, told USA Today.

Audi of America jumped head first into the fight to give women equal pay for equal work. But Audi itself might be lacking when it comes to representation - out of Audi's top 14 executives, only two are women.