Ultratune: empowering women one app at a time
Advocates of social media outrage may have noticed that car-fixing emporium Ultratune isn’t noted for a progressive approach to its marketing, regularly attracting many complaints of sexism.
Not to worry, Ultratune has come to the rescue, revealing the answer the world has been seeking courtesy of a Behind the Scenes look at its latest ad.
Empowerment, we have learned, comes in an app.
Artfully avoiding clichés that denigrate women, objectify them or portray them as vacuous – as they total a rather expensive-looking Porsche – the ad itself is a masterpiece of modern marketing sure to send Australian women flocking to download Ultratune’s road service app.
So good, in fact, was this ad that it generated not one but two Behind the Scenes videos. One is simply an overly-dramatic teaser trailer that’s longer than the actual ad.
But in the second, Ultratune ambassador, Parnia Porsche (seriously), reveals Ultratune’s ads and apps are really women’s empowerment tools in disguise. Genius.
“I believe that the Ultratune commercials actually empower women,” Porsche proclaims. “You don’t have to call your boyfriend, you don’t have to call your dad, you can get straight on to the app and you can do it all yourself, ladies.
“Women are normally sidelined when it comes to automotive, that’s why with the Ultratune app it puts the power back in their hands.”
So there you go. Two thousand years of female subjugation solved with an auto store app and an ad. Who’d’ve thunk it?
These ads always make me laugh at them. They have zero to do with the brand offering. Train crashes into the car… is that because Ultratune didn’t fix it properly or gave bad advice?
Or are the surviving women now beginning a ‘Kill Bill’ mission to take Ultra Tune out because of its bad service?
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“Empowering women” – nice line UltraTool Execs, good dodge of the bullet. But haven’t you made women look like terrible drivers by getting into these situations in the first place?
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another epic fail by Ultratune.
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Well, apart from missing the point and stretching the facts to the point of embracing fantasy, the supposed empowering of women (which is itself a misnomer) means they don’t have to call their boyfriend to come and fix the car, they get to contact a guy they don’t even know, to come at a price, and does it instead.
N.B. The newly empowered woman who drives forward and over the cliff, instead of reversing into the roadway is the Blonde one? The Man from Ultratune saves the “girls” as the stereotypes abound.
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