Plenty of brands have jumped on the pro-women wagon (which is pretty darn awesome, TBH), and though the messages are usually all about positivity, Audi鈥檚 newest ad has some folks hating on it HARD. Why? Because it puts men down? Well, no. Does it promote women over men? Well, no. Does it spew false info (or 鈥alternative facts鈥)? Well, no. Not at all. In fact, the message is all about equality, and for quite a few jaded peeps, that apparently means anti-men.

Audi

Showing a young girl kicking-butt in a soap box derby race (yesss, girl!), we hear her dad鈥檚 voice asking if he should tell her that the men in her life are worth more than the women in her life, including herself. Concluding that he hopes he鈥檒l be able to tell her something different (i.e. that she鈥檚 worth as much as anyone else), we鈥檙e left with the loving and supportive relationship between a man and his daughter. Touching. Sweet. Totally awesome.

Though not everyone agrees. And despite the perpetual warning to never read the comments, you can鈥檛 help but cringe at hard-to-ignore sentiments like, 鈥淭ell your daughter to find a real man to marry, and to avoid the mistake that her mother made. Tell her to buy a Dodge.鈥 and 鈥淭he wage gap does not exist. There is no company that pays a woman less than a man for the same job鈥 (psst, the wage gap does exist and it鈥檚 hurting more than our wallets). Other comments are, er, too unpleasant or obscene to include. If you decide to wade into them yourself, be warned: It鈥檚 nasty stuff.

Watch the ad and decide for yourself if you feel like it鈥檚 anti-men.

What do you think about Audi鈥檚 ad and the reaction it鈥檚 getting? Tweet us @BritandCo!

(h/t Refinery29; photo via Mark Sykes/Getty)