‘We don’t see a problem’: Ultra Tune marketer argues ads empower women
The controversial ‘Unexpected Situations’ Ultra Tune ads – which have faced accusations of sexism, vilification and outrage-baiting – are actually empowering to women, the company has argued, with national marketing manager Rod Cedaro telling the Mumbrella Automotive Summit, “We don’t see a problem with the ads”.
Cedaro also hinted that John Cena, WWE star turned Hollywood actor, could front a new series of commercials for the brand.
Irrespective of the merits of the arguments, if this story only serves to annoy those people who deserve to be annoyed on a regular basis, then it’s worthwhile. The naysayers, Nanny-Staters, finger-waggers and tut-tutters clearly won’t be silenced, so the only solution is to drive them right over the edge. Keep the ads coming!
What rubbish
Great ads !!! Don’t know what the fuss is about.Have you watched some of the reality shows that hhmm ooze everything that should not be on air !!!! Sex sells and is sold,which would you rather be ????
Advertising is part of the mighty wheel of Commerce. It does not have to set social behaviour regardless of the “Army of the Outraged”. These ads apparently fulfilled the contract – helped sell product. The complaints are based on perception, and not worth listening to.
Women are empowered by getting out of a car and being dressed up for a night out? Wow…
I don’t think he actually knows the meaning of empowerment…just another buzz word to counter ‘all of the political correctness’. Wow indeed.
One definition for the term is “an intentional, ongoing process centered in the local community, involving mutual respect, critical reflection, caring, and group participation, through which people lacking an equal share of resources gain greater access to and control over those resources”.[4][5]
Rappaport’s (1984) definition includes: “Empowerment is viewed as a process: the mechanism by which people, organizations, and communities gain mastery over their lives.”[6]
Sociological empowerment often addresses members of groups that social discrimination processes have excluded from decision-making processes through – for example – discrimination based on disability, race, ethnicity, religion, or GENDER. Empowerment as a methodology is also associated with feminism. But not limited to!.
Every day mums (like myself) are the ones making the ruckus about this add, one would think this demographic would be on YOUR radar? Are you happy for one of your female family members to be objectified like bimbos in the adds? Sex only sells to men! So in this you are telling me that you don’t value my business, money or LOYALTY. You are perpetuating domestic violence, by exploiting them as sexual objects as opposed to being goddesses, I believe if the tables were turned you would not be singing the same tune you are now.