Ultra Tune begins promoting its Mike Tyson campaign with teaser trailer
The brand with one of Australia’s most controversial advertising strategies, Ultra Tune, has teased audiences with a trailer for its upcoming campaign featuring convicted rapist Mike Tyson.
In 2017 and 2016, the franchised mechanic brand was responsible for Australia’s most complained about ads, based on the number of complaints received by the Advertising Standards Board (ASB).
This year, Ultra Tune will be continuing its use of the ‘Rubber Girls’, who first appeared in the brand’s marketing efforts in 2014. Since their first outing, the ‘girls’ have been subjected to a number of ‘Unexpected situations’ – many of which have attracted the ire of viewers.
In 2016, the train iteration of the campaign was banned by the ad watchdog after numerous complaints on the basis that it vilified women.
CEO of Ultra Tune, Sean Buckley, has frequently claimed he does not deliberately craft the ads to create controversy or attract complaints – instead arguing he and his brand are simply sick of “political correctness” and want to inject a bit of humour into the campaigns.
Upon releasing the fifth instalment of the Unexpected Situations campaign – which featured the women splattered with oil and covered in foam from a fire extinguisher after their car muffler goes up in flames – Buckley told Mumbrella the main source of complaints against Ultra Tune’s ads come from “social keyboard warriors” and middle-aged feminists “who are after equality” who missed the light-hearted intent of the ads.
https://www.youtube.com/watch?v=DjFcEvTl1NQ
“Women can jump up and down all they want but they’re not our target audience”, Buckley said.
Late last year, Sydney Confidential revealed Tyson would star in the ads, after Mumbrella had speculated it may be former WWE star John Cena who made the cameo.
Mumbrella understands the full ads will debut in January, around the time of the Australian Open tennis on Seven.
In 1992 Tyson was convicted of rape and consequently served time in jail, but Buckley told Sydney Confidential last year the former boxer had turned his life around.
Look, they know their market, I’ll give them that.
They know that most people in the middle income bracket and above will have purchased their car new, or nearly new, from a car dealer, and will have ongoing servicing arrangements with that dealer.
So the only market share left for them is lower income drivers who probably bought a second-hand car with no servicing agreements.
Hence they’re pitching straight at that lower income, working class bloke type of market.
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Have to disagree, Liz.
For one, Ultratune can do log book servicing that keeps warranties valid – and I believe at prices that undercut the dealers in many cases.
Secondly, you’ve simplified the market far too much. For example, what about P-platers from those middle-income families? (Many of whom, by the way Sean, are women.) What about tempting new car owners away from their dealers?
But most importantly, thirdly: I believe advertisers, having access to broadcast and other media with reach, are in a privileged position and have an obligation to meet certain norms and minimum social standards. They also have a responsibility not to pollute our airwaves with shit. In my opinion, Ultratune fails on both counts here. They could have equally effective if not better messaging, and positively engage a wider audience, with more considered creative. What they’ve run to date has been lazy, often offensive, even more often dull, and almost certainly less effective than it could be.
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I can’t believe they are using a convicted rapist in their ads – it’s disgusting.
I know he may have served his time but that doesn’t mean he should be in the spotlight. I have sisters and a wife and mother and a rapist in your TV commercial is appalling.
The other ads i don’t care about – 2 hot chicks playing dumb is fine. There’s a million ads that have dumb husbands or dumb men so I kind of agree with the CEO there.
I am guessing they wouldn’t keep doing these ads if they are not working and sticking it to crazed ladies of Collective Shout is always popular amongst normal folk I am guessing.
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I look forward to their 2034 campaign starring Harvey Weinstein and Kevin Spacey as buddies on the road who break down and call the all-female mechanic squad.
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Not sure what’s more unexpected – the train.. or two ducks driving a car?
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