The Ultra Tune brand has become synonymous with misogyny and sexist portrayals of women in its advertising over many years. We have documented the company’s use of degrading gender stereotypes, its vilification of women resulting in multiple Ad Standards’ rulings against it and the engagement of known perpetrators of sexual assault and domestic violence in the production of its ads. 

Ultra Tune's sexist ads were broadcast during the Australian Open, including the women's matches, serving to undermine the public's celebration of women in elite sport. 

Last month, we wrote to Craig Tiley, CEO of Tennis Australia and Tournament Director for the Australian Open, who is also a Male Champion of Change to "end everyday sexism", and asked him to inform Channel 9 that he did not want Ultra Tune to be represented as a sponsor of his tennis-related events. We have not received a response. 

Click here to read the full letter. 

See also:

SLAMMED! Sexist Ultra Tune ad broadcast during women’s tennis condemned

Why is a rapist fronting a major TV campaign?

Sexism, plastic surgery pressure, strip clubs and other reasons to boycott Ultra Tune

Ultra Tune has launched its latest "unexpected situations" TV ad to advertise its roadside assistance service. The ad, a knock-off of 1990’s action drama Baywatch, opens with Warwick Capper ogling Pamela Anderson who starred in the series from 1992-1997.

Corporate Sexploitation Offenders of 2019

Give these sexist companies a miss this Christmas!

Collective Shout calls for stronger ad code of ethics to rein in harmful sexist advertising

Collective Shout has made a submission to the Australian Association of National Advertisers (AANA) Code of Ethics Review. In this long-needed review, we highlighted the failings of the advertising self-regulatory system and the weaknesses of the existing Code. We also documented the growing body of evidence demonstrating the real-life harms of sexually objectifying portrayals of women.

At my last public engagement of 2018, after the other boys had left the gym where I had presented, a young man approached me. Hesitantly, hands in pockets, tears pooling in his eyes, the 16-year-old said: "I have done those things to girls you talked about. I don't want to be that kind of man. I want to change. How can I make up for what I've done wrong?" The acknowledgement of his guilt, his desire to make amends, moved me deeply. Tim and I talked a while longer. I understood his desire to change was real.

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? 

Our annual list of corporate offenders who don’t deserve your Xmas dollar!

As our loyal supporters know each year in the lead up to Christmas, we release our annual blacklist of corporate offenders- companies that have objectified women and sexualised girls to sell their products and services throughout the year.

And now he's Ultratune's new front man, Charlie sheen