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.

“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.


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