Audi Ireland takes risks with ‘women drivers’ Twitter campaign

The campaign’s aim is to challenge stereotypes, but at first glance, it looks like the brand is upholding them.

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Audi Ireland is out to bash stereotypes with its latest social media marketing campaign, and it’s being seen as a big risk for the company.

The campaign uses the hashtag #womendrivers with photos of awkward car mishaps or terrified people. At first glance, it seems to be joining all of the internet trolls who bash women. Click the link, however, and you discover that the brand is actually celebrating women who are driving their industry forward. Check out the video introducing the campaign:

And take a look at a few of the posts that the brand has shared:

Crazy women drivers! You’ll never guess what happened next!!! #funny #audi #womendrivers

— Audi Ireland (@audiireland) April 29, 2015

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