Car parts and service chain Ultra Tune are facing a flood of complaints on social media in response to its sexist ‘We’re into rubber’ TV commercial. The BDSM themed ad for car tyres depicts two rubber-clad dominatrix women brandishing a whip and feigning sexual arousal as they caress the tyres, while a male employee smiles and nods to himself, signifying his enjoyment.

Ultra Tune’s Facebook page has become overrun with complaints by men and women who have seen the commercial, pledging to not have their car serviced at Ultra Tunes while women are depicted as “fetish objects” to sell products and services.