Latest Ultra Tune ad did not objectify or degrade women, rules watchdog
Ultra Tune’s latest ‘Unexpected Situations’ campaign featuring convicted domestic violence offender Charlie Sheen has been cleared by Ad Standards.
The ad, which features Sheen allowing the ‘Rubber Girls’ onto his boat so they can dry off and call for help after their brakes fail and the car ends up in the ocean, has been deemed appropriate to air and cleared of degrading and objectifying women.
Complaints posted to Ad Standards said the ad “portrays women in a very stereotypical and sexual way” and “reinforces the stereotype of women drivers being incompetent, and women being clueless and vulnerable in general”.
“It was sexist, unnecessary and in this time of me too and the excessive domestic violence currently occurring this type of ad is just inappropriate. We need to teach our males that this type of behaviour is not ok and whoever sanctioned this ad needs some proper education in how to treat women and the dangers of overt sexuality and mistreatment of women,” another complaint said.
Meanwhile, a series of other complaints said the ad was “unacceptable”, “sexualised”, “sexist” and “offensive”.
Ultra Tune responded to the numerous complaints by arguing the ad doesn’t portray any violence and “at all times, the women were fully clothed in normal casual day wear”.
Defending its controversial ad, Ultra Tune added: “There is no nudity or sexual acts displayed in the advertisements.”
The advertising watchdog said Ultra Tune’s ad doesn’t breach any advertising rules because “women are not depicted as objects or commodities”.
Instead, the group of women are seen having an accident and calling Ultra Tune for assistance once they are able to do so.
“Women’s bodies are not the focus of the advertisement… the clothing worn by the women is consistent with beach attire and is not overly sexualised and there is no close-ups or lingering on the women’s bodies.”
Ad Standards also noted that despite Sheen’s criminal history, “advertisers are free to use whoever they wish in advertisements” and “his history was not mentioned in the advertisement and not all viewers would be aware of who he was”.
The advertising regulator also said the women were not depicted as “stupid or unable to drive” because they had an accident “as a result of circumstances outside of their control”.
This is not the first time Ultra Tune has faced a series of complaints with the brand having its ad banned last year for depiction of violence towards women.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Agree with the decision. It’s still a rubbish ad though.
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At least Charlie can act..
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At least Charlie can act.
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Abigail,
If you are going to write on such matters please do so accurately. Last year’s Unexpected Situation TVC featuring Mike Tyson was not banned by Ad Standards. The year before – when Jean Claude Van Damme was used – the TVC had to be modified slightly. One of the versions of the Van Damme TVC (the extended online version) depicted some violence towards the broken down vehicle – not the women – Ad Standards ruled that this was unacceptable, the TVC was changed slightly and was free to run again – which it has.
Please note, that the Ad Standards board consists of 19 people – 9 men and 10 women – who view all complained about advertisements objectively and in terms of what is acceptable to the wider Australian community. All Ultra Tune Unexpected Situation TVC’s have met (and always will meet) that criteria. Ultra Tune is not about stereotyping, objectifying, sexualising or demeaning women – far from it. So perhaps the 99 complaints received out of >5M people who have seen the advertisement, like you, are somewhat out of touch with what is and isn’t acceptable to the broader Australian community.
This series of advertisements are designed to be hyper-reality, parodies and comical. By far the greatest number of comments we receive are positive in nature, directing Ultra Tune to “stick to our guns” in the face of political correctness gone mad – which we intend to do.
In regards to Charlie Sheen specificity, who has previously done some abhorrent things under the influence of illicit substances, he has (a) paid a significant price for his actions and (b) atoned for that behaviour by leading a much more conservative lifestyle and making amends with his charity work and the like – particularly around HIV issues. Sheen is an actor – that’s how he makes his living, he knows nothing else. Is it your position that he should now no longer be able to make a living from his profession? Which would potentially have the effect of driving him back to a life of substance abuse and the potential to re-offend against women whilst under the influence. Or is it a better position (as Ultra Tune has adopted) to throw people such as Sheen a lifeline and a second chance at life? Please note, since Charlie Sheen was used in the latest iteration of the Unexpected Situation’s series, Planters snack foods in the United States deemed him worthy to appear in their big budget half time Superbowl TVC. Please see: https://heavy.com/entertainment/2019/02/charlie-sheen-a-rod-planters-super-bowl-ad/
Everyone makes mistakes in their lives Abigail, I have and no doubt you have too, so before assuming the moral high ground (particularly when what you’re reporting isn’t accurate nor factual), I would humbly suggest your reporting adopt a more objective and less emotive, inflammatory stance.
Kind regards
Rod Cedaro
National Marketing Manager
Ultra Tune Australia Pty. Ltd.
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Rod,
This complaint has now been upheld – perhaps the 99 complainants had a valid point of view on this one. It might not be the popular view among your audience, but it is representative of the changes many would like to see in advertising. Stop defending your sexist ad and own your intentions instead. Would you have cast your daughter, sister, mother, wife in this one?
Charlie Sheen has done some horrible things in his life against women (whether he is under the influence is completely irrelevant) and you exploited these to make your ad funny. If you hadn’t used him would the jokes have landed? You’re not a hero for casting him, you’re just good at marketing to your target audience.
For those who want to read the full report:
https://adstandards.com.au/cases?ref=0022/19
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Your newest ad with Pamela Anderson is sexist and unresectable. I assume it was put together by white males. This is 2020.Get with the programme.
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What Abigail said and said well. Rod you’re so sexist you can’t see how this disgusting ad is so degrading to women. Won’t be using ultra tune ever, as a matter of principle.
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I don’t care what you think, the ad is disgusting and I will never ever use ultatune again & neither will all my girlfriends and their husbands.
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Terrible add – will never use ultra tune – ever,
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Ultra tune does not need to use women in swimwear to advertise car repairs, so of course it’s sexist. It reminds me of the days of girlie calendars on the wall in workshops. Not much progress in 30 years! If that’s the attitude of Ultratune and they’re prepared to argue for the right to insult their customers, I’m glad to take my business elsewhere.
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Wow – have just seen the Pamela Anderson Ultratune ad – jeez, what a throwback. Did we just get teleported back to the 1970s? Who’s making this crock of crap, a bunch of white, 50-year old private school old boys?
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