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.
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.
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.
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.
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.
Not sure what’s more unexpected – the train.. or two ducks driving a car?