New year...same old sexist rubbish from UltraTune
Well UltraTune are at it again. Another year, another sexist ad campaign airing during the Australian Open, and viewers aren't happy. Continuing with their theme of 'Unexpected Situations' the 7th ad in the series is just as cringeworthy as the previous ones. The latest instalment features serial abuser Charlie Sheen and Warwick Capper *Insert eyeroll*. In 2018 UltraTune's ad featured rapist and woman basher Mike Tyson. Can you see a theme?
Read moreThe best men can be: Gillette takes on 'toxic masculinity' in new ad campaign
"We believe in the best in men" - Gillette advertisement
Read moreAd Standards rules on Honey Birdette Christmas sexploitation ads
In previous years, sex shop Honey Birdette Christmas shopfront ad campaigns have typically featured Santa Claus. One depicted the beloved children’s icon on his back being straddled by a lingerie-clad model, another with him tugging at a model’s underwear, and another BDSM-themed scenario shows Santa bound and gagged alongside a model in red lingerie.
It’s safe to say that our expectations for 2018 were low.
Read moreHoney Birdette breaches, ignores Ad Standards twice in September
The Panel noted that the advertisement was in the widow of shopping centres and considered that the relevant audience for this advertisement would be broad, and include children.
Read moreSydney bar slammed for ‘To-Kill-Her’ cocktail
“Domestic violence and femicide is a real issue, pairing that issue with alcohol is beyond disgusting.”
Read moreHoney Birdette violated ad code four times in August
"We're a target;" Sex shop boss says she will ignore Ad Standards
Read moreToothbrush company tries to apologise for 'spit or swallow' ad; fails
"We are really sorry if anyone has been offended"
Read moreCollective Shout responds to common defences of Honey Birdette sexploitation
Honey Birdette is a serial sexploitation offender. The sex shop, located in shopping centres around the country, has attracted hundreds of complaints for its sexist advertising.
Read moreMike Tyson UltraTune ad was #3 most complained about ad this year, but Ad Standards dismissed complaints anyway
Ad Standards has released a blog post naming the top ten most complained about ads so far in 2018. The list includes serial sexploitation offender UltraTune (#3) and the trailer for BDSM themed film ‘Fifty Shades Freed’ (#6).
From the post:
Community concerns about sexually suggestive content in advertising headlines the top 10 list of most complained about advertisements to 30 June. Concerns about violence are also highlighted.
So far this year Ad Standards has processed over 4,000 complaints, an increase of over 1,000 compared to the same period in 2017.
UltraTune have a reputation for sexually objectifying women in their advertising, depicting them as stupid and incompetent drivers- and they did so here. According to them, the vilification and humiliation of women is hilarious. Predictably, Ad Standards found that the women’s outfits were “not overly revealing” and they are shown to be “confident and in control”, and dismissed complaints.
Why is a rapist fronting a major TV campaign?
The commercial, featuring convicted rapist Mike Tyson, attracted a whopping 134 complaints. Despite the overwhelming number of complaints over yet another UltraTune commercial that depicted women as brainless yet sexy, Ad Standards dismissed complaints.
It is clear that Ad Standards view of “community standards” is not in line with actual community standards.
See also:
25 Reasons Why Ad Industry Self-Regulation is a Disaster
Why Australia Should Follow France's Lead on 'Degrading' Sexist Advertising