The sexist Ultra Tune ads are back for 2017

*Insert head desk*

Yes you read it right, here we are again, talking about Ultra Tune and their sexist ads.

We've written about Ultra Tune numerous times, they have featured on our #CrossedOff list for the last three years and were also in the Top 10 most complained about ads for 2016.

This week they launched video #5 in their 'Unexpected Situations' series which is set to be televised during the Australian Open (you know, when families and kids are watching). The ad involves close ups of womens sexualised parts whilst spraying each other with a fire extinguisher. We are supposed to believe they are attempting to put out a car fire but the display more closely resembles a wet T-shirt competition.

Ultra Tune chairman Sean Buckley told news.com.au they’re designed to make car repairs interesting.

“I’m very sick and tired of all the boring ads that go on television. They’ve got no spunk, no life ... We decided a couple of years ago to go down a path of making our ads interesting, and topical, and funny,” he said.

However we don't think that sexism and objectification, which is one of the foundations of violence against women, is very funny.

Last year the Advertising Standards Board ruled that one of their ads vilified women.

"In the Board’s view, the depiction of the women’s reaction to their situation is a negative depiction of women and does amount to vilification of women. The Board considered that the advertisement did portray or depict material in a way which discriminates against or vilifies a person or section of the community on account of gender and determined that the advertisement did breach Section 2.1 of the Code."

We hope that the board will consider the new ad and also uphold complaints. To lodge a complaint click here.

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sexualisation sexist advertising objectification sexual objectification Ultra Tune UltraTune

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Kim McFayden commented 2017-01-31 13:42:16 +1100
What a ninja marketing move – alienate 52% of the population who control over 70% of household spend.
Yvonne Richmond commented 2017-01-23 23:45:00 +1100
Just like women appreciate a great car these days and can afford to buy their own, we also love a man who can cook. Makes for real romance. Great that we live in a country with the freedom to make choices. Which repairer to service our car and which tv stations to watch. Will always choose something other than Ultra …what was it called? And choose something other than commercial tv. for brain food.
Yvonne Richmond commented 2017-01-22 15:33:46 +1100
Funny how Johan Stiff?? won’t even show his face in his post picture yet he’s ok with women in car business advertising showing huge bouncing breasts through wet tmshirts
Violeta Buljubasic commented 2017-01-17 19:55:59 +1100
Zelda Jones – I wonder whether you’ve seen this: http://edition.cnn.com/2013/11/01/living/ducati-panigale-male-models/ – the role reversal really highlights the ridiculousness of it all.
Violeta Buljubasic commented 2017-01-17 14:21:10 +1100
#NotBuyingIt Ultratune. Ultra uncreative. Ultra offensive.
Stuart Jones commented 2017-01-17 13:38:28 +1100
Sexist objectification.