Ultra Tune and ad for horror film Us are most-complained about ads for 2019 so far
A Universal Pictures ad for the horror film Us, and Ultra Tune’s campaign featuring disgraced actor Charlie Sheen have topped the list of the most-complained about ads of 2019 so far.
The 244 complaints about Us – largely related to violence – were dismissed, with self-regulatory body Ad Standards determining the ad did not contain gruesome acts of actual violence. The Ultra Tune complaints, however – coming from 161 complainants – were upheld on appeal.
Complainants against Ultra Tune were concerned that the advertisement was inconsistent with prevailing community standards and the current social climate, particularly in relation to the #metoo movement and the murder of Aiia Maasarwe on January 16, 2019. Complainants were also concerned about the use of Charlie Sheen in the advertisement, particularly in relation to his history of violence and his negative reputation for his treatment of women.
Complaints against Ultra Tune’s Charlie Sheen advert were initially dismissed by Ad Standards.
The independent reviewer of the initial Ultra Tune decision, however, concluded the initial determination had failed to give all complaints against the ad due consideration, and that there was a substantial flaw in their decision making.
The appeal ended up determining that the ad did breach the Code of Ethics by vilifying people based on their gender, and had employed sex appeal which was exploitative or degrading.
“The Panel acknowledged that community standards in this area have changed recently, particularly in relation to #metoo movement,” Ad Standards said.
Ultra Tune noted to Ad Standards it was disappointed with the ruling, but said it would modify the advertisement in line with the revised ruling.
The brand does frequently find itself the subject of complaints to the ad watchdog, topping the list of most-complained about ads in both 2016 and 2017. In 2018, the brand was beaten to the top spot by Iselect.
The Ultra Tune and Us adverts were well ahead of the other eight most complained about ads, with the number three spot, an ad for Paramount Pictures’ Pet Semetary, generating just 29 complaints.
The top 10 most complained about ads of 2019 so far:
1. 0081/19 – Universal Pictures – TV – Free-to-air
A film trailer for the movie Us.
Dismissed.
Number of complaints: 244
Issue of concern: 2.3 – Violence.
2. 0022/19 – Ultra Tune Australia – TV – Free-to-air
Four women crash their car in the ocean, the women then board Charlie Sheen’s boat and call Ultra Tune for assistance.
Upheld.
Number of complaints: 161
Issues of concern: 2.1 – Discrimination or vilification, 2.2 – Exploitative or degrading, 2.4 – Sex/sexuality/nudity and 2.6 – Health and safety.
3. 0095/19 – Paramount Pictures – TV – Free-to-air
A film trailer for the movie Pet Sematary.
Dismissed.
Number of complaints: 29
Issue of concern: 2.3 – Violence.
4. 0062/19 – Yum Restaurants International – TV – Free-to-air
A grandmother tries to sit on a park bench and instead falls on the ground. The people in the park are shocked but the granddaughter laughs and says, ‘did someone say KFC?’
Dismissed.
Number of complaints: 19
Issues of concern: 2.1 – Discrimination or vilification.
5. 0003/19 – Mars Wrigley Confectionary – TV – Free-to-air
Three women in an office discuss their best weekends while holding different numbers of Maltesers.
Dismissed.
Number of complaints: 19
Issues of concern: 2.4 – Sex/sexuality/nudity and 2.6 – Health and safety.
6. 0133/19 – Procter & Gamble – TV – Free-to-air
A man in a campaign advertisement for the ‘The Turd We Deserve’.
Dismissed.
Number of complaints: 17
Issue of concern: 2.5 Language.
7. 0171/19 – SA Health – TV – Free-to-air
A woman with an artificial voice box talks about cancer.
Dismissed.
Number of complaints: 17
Issue of concern: 2.3 Violence.
8. 0069/19 – Nestle – TV – Free-to-air
A man and his son talking about a Breakfast Bake with the son saying, ‘that’s not how you make porridge’.
Dismissed.
Number of complaints: 14
Issue of concern: 2.1 – Discrimination or vilification.
9. 0051/19 – Honey Birdette – Poster
A woman in lingerie leaning on a motorcycle.
Upheld.
Number of complaints: 14
Issue of concern: 2.2 Exploitative or degrading, 2.4 Sex/sexuality/nudity and 2.6 Health and safety.
10. 0038/19 – Thorne Harbour Health – Billboard
A billboard for sexual health testing that featured men in underwear.
Dismissed.
Number of complaints: 11
Issue of concern: 2.4 Sex/sexuality/nudity.
You would have thought Honey Birdette made #1 based on the amount press coverage Mumbrella gave it.
Still, to anyone who complained about the ads above – grow up, get a life.
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Let me guess… you’re a white, cis bloke.
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I think a lot of brands would like disclosure on which agencies are leading some of these creative projects. Some are complained about unfairly, but some should never see the light of day – ever.
I’d like to complain about that last comment, sexist, racist and gender specific. Can’t think of anything else at the moment but I’m trying.
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How dare you assume his gender, race, sexuality, football team, or whether he likes smooth or crunchy peanut butter! ❄️
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Ad Standards says Ultratune’s ad is “inconsistent with prevailing community standards”. Orwell’s thought police must justify their work.
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How good was “Us”
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“The spring is near when green geese are a breeding”
There have always been objectors, but there will never now be any shortage of complainers and lobbyists, especially since social media and general online blather has been busy telling the uninitiated, the inexperienced, and the ill-educated what to think and why they should be thinking it.
The ultra tune, for instance, is simply forced storytelling, poorly conceived and poorly written. Sheen is labelled as “disgraced” yet he is no more disgraced to us than say, Mozart, Donizetti or Wagner.
The Metamucil ad is similarly short on story and creative talent, but above all, it is dripping with appalling taste. the schoolboy humour of a turd exercising, is in terms of social graces, beyond comprehension.
Agest? because a grandmother falls on her butt? Agest is when you stop writing about grandmothers because they are considered irrelevant. Slapstick and knockabout humour has been with us for thousands of years, there is always the depiction of the incompetent old and the arrogance of youth; here, at least there is a common bond and a leveller in the chicken lunch.
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Totally…. How good is privilege!
Amirite?!
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The [Edited under Mumbrella’s comment moderation policy] and the Ultratune brand are like the film The Human Centipede. #abhorrent #nothingredeeming
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Stay tuned, the TVC will be “tweaked” and Charlie will be gracing our small screens once more in the near future.
Kind regards
Rod Cedaro
Ultra Tune
National Marketing Manager
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“disgraced actor Charlie Sheene”…woah there. That’s a bit harsh. Mr Sheen has a substantial body of award winning work and continues to make significant contributions to performing arts and charity. Everyone’s a critic !
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Cedaro, The Peoples Champion
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I wonder if the Ultra Tune add had male rubber boys instead rubber girls would there be such a fuss ?
I’m sure Ultra Tune head office has a few in shape guys running around they could put in rubber suits
Do people complain when they make those fireman calendars? Or when they made that Full Monty show with Shane Jacobs
I took my car to ultra tune after I saw the add why because I’d rather have a laugh at an add and remember the company than try and deal with some back yard mechanic
Are there any other well respected large franchise mechanics out there
If so I’ve never heard of them
I thought the add was funny
The worlds gone mad !
Oh and Ultra Tune fixed my car and were respectful to my wife
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Good call on the wife comment. I actually went to one of their suburban franchises in Melbourne.
When I dropped off the car, I noticed no standard nudie calendars on the wall and when my wife picked up her car, she actually noted that they were thorough, professional and didn’t try to rip her off.
The Charlie Sheen / rubber girl ads are fairly lame, but certainly not worth the complaints levelled against them. As per comments above, those who whinge about ads are all from the same stock and really need to focus their energy on more important things.
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Hey Anthony – waiting for Rubber Boys to grace the screens with Ultra Tune – stay tuned next January for a good giggle.
Thanks for your accurate synopsis and keep smiling.
Rod Cedaro
National Marketing Manager
Ultra Tune Australia
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Lol – more like Ultra Tune saying, “Political correctness has gone too far” and this is our little contribution to thumbing our nose at the keyboard warriors.
Cheers
Rod Cedaro
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While we’re at it, what about the Adam & Eve show on SBS which is soft porn for all FTA viewers! Dangly bits and all, not a bit of clothing to be seen. WTF.
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[Edited under Mumbrella’s comment moderation policy]
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Booooooo!
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