Ultra Tune begins promotional push for Charlie Sheen campaign
Ultra Tune has begun its promotional push for its upcoming summer campaign featuring Charlie Sheen.
The franchise mechanic business frequently courts controversy with its advertising. It has previously employed convicted rapist Mike Tyson in its campaigns and in 2017 had the most-complained-about ad of the year.
CEO of the Ultra Tune, Sean Buckley, however, has rebuffed claims his ads are designed to be banned and that he relies on sexism to create humour and controversy.
The ‘Unexpected situations’ campaign replaced the ‘Rubber Girls’ advertising efforts, and occasionally had to be re-edited for breaching the AANA Code of Ethics, as administered and self-regulated by Ad Standards.
Buckley, however, said the ads are fun, rather than controversial.
“We didn’t know they’d be controversial,” he told Mumbrella back when the 2017 campaign launched. “I know you’re laughing, but we didn’t. We thought people would take them [the ads] in the light-hearted way in which they were intended.”
When asked by Mumbrella if the ads were intended to generate publicity through news around potential complaints, Buckley responded with: “Do you think I’m stupid?”
https://www.youtube.com/watch?v=hy6jQZVGfbw
He added: “If they didn’t work, I’d have them off the air before you could sit down… I think I know what I’m doing. The ads work brilliantly.”
He’s also not concerned about the reactions of women – which could come in handy given Sheen’s rap sheet.
“Women can jump up and down all they want, but they’re not our target audience,” Buckley said previously.
Now the brand is teasing its forthcoming ads featuring Sheen with behind-the-scenes shots of Sheen on a boat. It’s not yet clear if the women in the ad will find themselves in an ‘unexpected situation’ from which they will be saved (such as the ads featuring 1980s action star Jean-Claude Van Damme), if Sheen will be revealed as the person responsible for any accident (as with Tyson’s advert where his runaway tiger caused the women to crash their car), or if the campaign will take a new turn.
Balanced story and fair . The ad is hilarious but I don’t think controversial. Enjoy all the best Sean Buckley
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Thanks for the heads up Vivienne, nice to see that Ultra Tune remains on your radar. To provide some perspective and clarification around your comments above, Ultra Tune’s Mike Tyson TVC was the fourth most complained about television advertisement in 2018 garnering 134 complaints – all of which were dismissed by the advertising watch dog (ASB). Please see: https://mumbrella.com.au/top-10-most-complained-about-ads-of-2018-revealed-557818
To put that into perspective, the TVC was seen by more than 5M people last year around the country during the Australian Open on television and online, so a total of 0.00268% of the viewing audience was outraged enough by the TVC – for whatever reason – to complain about it to the ASB – all of which (complaints) were dismissed. Way behind I-Select and a woman hitting a child’s pinata – complaints against which were upheld.
So the takeaway message(s) I get from this is that the general populace is more concerned about a woman striking an inanimate paper mache object than the “Rubber Girls” getting into trouble having to swerve to miss Mike Tyson’s tiger – or am I missing something?
A couple of takeaway points from this.
1. Given that all “Unexpected Situation” series ads have remained on television – some following minor content tweaks (e.g. Around safety issues)
and
2. If this form of advertising wasn’t returning adequate ROI – given they are expensive to make and this (Charlie Sheen) is the third such incarnation using a well known celebrity – perhaps Ultra Tune would have abandoned such an approach as the goal of advertising is to attract clientele is it not? That leads me to two conclusions: (i) much of the “outrage” around the ads is coming from a relatively small portion of the viewing audience, after all ~4,999,866 people who saw the Tyson TVC last year didn’t complain about it.Like they say, “you can’t please all of the people all of the time” and (ii) the TVC’s must be returning adequate ROI by attracting the vast majority of people – who didn’t complain – into Ultra Tune stores and/or by raising brand awareness and clearly not alienating a sizable portion of the population.
I should also add, that all TVC’s in the series have gained the equivalent of a PG rating again awarded by an independent arbitrator. I’ll be most interested to read the upcoming editorial articles on our upcoming Charlie Sheen TVC.
Kind regards
Rod Cedaro
Ultra Tune – National Marketing Manager
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Who, typically, relies most on roadside assist? Women, and families. Ultratune and their “unexpected Situations” proposition are supposed to appeal to women to connect with their primary target audience, and these trashy, sexist, dated campaigns sicken most if not all women who watch them. I wouldn’t go near Ultratune for any of my car needs with a ten foot pole. As for Charlie Sheen – known wife beater – I couldn’t imagine a more irrelevant or inappropriate brand spokesperson in 2019.
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Interesting to see you posting under a fictitious/anonymous handle. One would think if were so outraged by the various Ultra Tune campaigns of the recent years you’d happily reveal your name and standby your convictions – as I have. In regards to your premise about the ineffectual advertising, may I suggest you read my previous post. Apparently ~4,999,866 people of the ~5M who viewed last year’s Ultra Tune commercial don’t agree with you, otherwise they would have issued a formal complaint to the ASB. Perhaps you’re a little out of touch with the consensus of the wider community who are sick to death of political correctness and a vocal minorities online rants. The commercials are a parody, comical, hyper-reality – but hey if you think they are reality that is your prerogative……………. Have a fun filled 2019 and laugh a little.
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Hi Rod,
Just to be clear I am posting under my real name as I know anonymity on the web seems to upset and confuse you.
For the record I didn’t complain to the ASB but I thought your ads made your company look like knobs.
So rather than waste my time with a fairly useless formal complaint I just won’t use your service.
As the National Marketing Manager you could probably do a bit better at not looking like a petty and immature teenager that’s been sent to his room by not commenting on stories in the comments section of a website – it doesn’t scream class or professionalism mate.
Finally your ROI may be wonderful, it may be the best campaign in advertising history but Mumbrella, Vivienne, myself and anyone else has just as much right to think (and write) that you’re a bunch of halfwits out of touch with reality as you do to use campaigns with those convicted of rape (Tyson) and multiple domestic violence incidents (Sheen) – you should use the same jovial attitude toward criticism as you do towards “women jumping up and down”.
All the best,
Nate Frick
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Too funny Nate
Whilst what Rod has said above might appear a little condescending, I guess one he has to aim his correspondence at the lowest common denominator doesn’t he? Whilst you, et al have the right to your point of view Rod also has a point that, by and large, the wider community is sick to death of political correctness. As a 52 year old woman do the Ultra Tune ads entice me into their centres – neither yes or no would be my answer to that. Do they offend me as they clearly do you petal, no not at all. Whilst poorly acted they are clearly – as Rod so aptly indicated, hyper-reality and funny in an off-beat sort of way. I’ve worked – in Europe – for a number of years in marketing and advertising and the Ultra Tune ads are very “tame” in comparison to many of the ads that appear on European televisions. The key to advertising is “cut through”, the fact that Mumbrella, etc. are publishing articles about the ad seems to indicate, at least to me, that they have done their job. I have only lived in Australia (intermittently) for the last decade or so, however the only car servicing company that immediately comes to mind for me, is Ultra Tune. Is it because they are the best or cheapest? No, it is because clowns like you make a song and dance about their ads every year and I would suggest they must be doing their job for the bottom line of the company, so good for you in helping to propagate that objective for them. I would also suggest, that by keeping his finger on the pulse of the public consensus, Rod is actually doing what a marketing manager should do – but that’s only my opinion. Good job in achieving precisely the opposite of what you’re aimed to do by giving this inane advertisement additional air and traction. Ultra Tune would be laughing at (not with) you.
Sincerely
Kathleen
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Kathleen, while it sounds like you have extensive marketing expertise, you don’t come across as objective here – it sounds like you may have a defence agenda for Ultra Tune.
I don’t quite agree with your point that because Mumbrella has published an article about this campaign that it means the ad has successfully cut through the other advertising noise. It’s Mumbrella’s remit to write about a variety of different marketing executions and doesn’t mean they’re successful. I find that a bit simplistic.
If the intention is to pull apart someone else’s argument, which you started doing reasonably well, don’t resort to condescension (“petal”), insults (“clowns like you”) and cliches (“song and dance”). Also, most copywriters agree that “whilst” is unnecessary when “while” is sufficient.
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Haha you tell em’ Andrea. Feel like I’m watching a tennis match with these comments. Ultra Tune – it’s a shite advert. Bye!
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No vested interests here Andrea as I divide my time between two countries and rarely need to get a car serviced here in Australia. Thank-you for your critique of my command over the English language, perhaps I should have written in Flemish which is my native tongue. My points are; by and large (i) the majority of the populace are a silent majority who choose not to be offended by matters that are clearly designed to agitate and stir by being politically correct. From a marketing perspective Ultra Tune has identified a formula that clearly works for their bottom-line otherwise (after 3 or 4 years) they wouldn’t still be using it. In regards to me being condescending to our friend Nate – perhaps you should read what he wrote to Rod Cedaro – I believe in Australia this is referred to as “tit for tat”. I neither agree with or disagree with Ultra Tune or Rod Cedaro – what I have provided is a neutral, unbiased summary as I see the matter as an independent, middle aged woman with a marketing background who is sick to death of reading outraged comments from millennials looking for something to be outraged by. The world faces much more pressing issues, getting a giggle out of something which is clearly designed as a parody on life, is a welcome relief to listening to the news about the latest terrorist attack. To that end I agree 100% with Rod Cedaro where he states “have a fun filled 2019 and laugh a little”.
Whilst I’m here Joey, my understanding, based on what I’ve read here on Mumbrella, is that the commercial is yet to be released. Drawing a conclusion such as you have that it is a “shite” (a term I’m not familiar with – “shit” misspelled) ad seems to be a little premature as it doesn’t seem to have been aired yet? Like him or not, prior to his widely recognized fall from grace, Charlie Sheen was lauded as a very good actor, as such I will bide my time before drawing any conclusions on how “shite” the ad is until I’ve had the chance to at least see it – that is called “objectivity”. The acting in previous Ultra Tune ads that I’ve researched has been terrible, largely because they haven’t used professional actors from my understanding. Perhaps Mr Sheen will lift the quality of the ad this time. Anyway, I’ve wasted enough time here. I was once told not to argue with fools because they will drag you down to their level and beat you every time because they are more experienced at being fools than you are.
Have a fund 2019
Kathleen
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I like a guy who comes out swinging. Very Trumpian. So a few questions:
1. You don’t think women are your target market? And you ask if we think you’re stupid?
2. Your ads are a blatant rip off of the Trunk Monkeys concepts, true?
3. Anyone who thinks by franchising they have created “a new business model” is delusional – do you still maintain this assertion?
4. How did your Middle East expansion go? What was the loss?
5. What sort of a CEO doesn’t go after clear growth opportunities for franchisees?
6. Your website, seanbuckley.com.au, which hasn’t been updated for six years, is the only place where the success of your franchisees is mentioned. How many franchisees have actually “become rich?”
7. How many women are on your board?
8. Do you not find it embarrassing that you wrote your own Wikipedia page at https://en.wikipedia.org/wiki/Sean_Buckley_(entrepreneur) – should we call you Mr Kelmoo (yes there is a way).
9. You used friends’ money years ago for investments according to your own article, and lost it all. What did you learn?
10. What has been the YOY EBITDA growth in the last 3 years?
11. At what point do you think someone qualifies as an #######?
You put yourself out there, can you back it up Mr MMA?
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If your KPIs for successful performance is based on TVC reach I’m more concerned about your outdated measures of success than your misogynistic campaigns. Good luck measuring ‘ROI’ which you clearly have no idea how to attribute to these campaigns.
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Sean I am not your target audience, as you say yourself. Yet I used to be a customer. Then I saw an ad with Mike Tyson and cancelled my booked car service appointment. My extended friends and family group are also no longer your customers. Incidentally when I cancelled my appointment I told the receptionist why, and she expressed frustration and anger at the ad campaign and begged me to give the feedback to head office. Seems pretty silly to me to alienate half the adult population, especially when women control the majority of household spending. But you do you dude.
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Rod, eyes on ads don’t translate to people in the door. And most people don’t complain, they just vote with their wallet. What an odd way of measuring the acceptance of your ad. Maybe, speaking of transparency as you claim to do, publish the number of email complaints sent directly to your franchisees or head office.
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Kathleen, fess up. You work for Ultratune. Or, you are just a nasty troll who thinks calling people ‘petal’ and ‘clown’ is witty repartee. In doing so your argument is devalued and it just makes you look petty.
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No actually measured by sales which following Tyson campaign in the two months following increased by 27% and when the “Rubber Girls” first launched – focussed on a tyre campaign – we saw a 40% uplift in tyre sales. So, for a “business” that is “marketing” a “service” and/or “product”, I’d suggest those metrics are a pretty reasonable indicator of the success (or failure ) of a campaign. The fact that this is the fifth iteration of the campaign means either (a) financially they are successful across the network or (b) the company enjoys throwing significant funds away annually for no return. What do you think is the logical conclusion?
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Rod,
After reading your childish and condescending responses, I’m going to have to concur with the other individuals on this thread.
You have lost Bass Insustries as potential investors.
And yes, this is my real name.
Regards
Chuck Bass
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Pull together an Effie. Enter it. That’ll shut ’em up.
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Rod Cedaro – Ultra Tune – National Marketing Manager.
Seeking media training in 2019 personal development plan.
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Too funny Chuck
https://en.wikipedia.org/wiki/Chuck_Bass
But nice try all the same – from a fictional character.
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No “RS” (I can only imagine what that stands for). My understanding of an online troll is someone who posts under a pseudonym and posts nasty comments with no foundation in truth to their posts – case in point – you.
Cheerio
Kathleen
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Most people don’t complain officially. They strike the brand immediately and don’t support sexist misogyny! Especially criminals who have been charged for Domestic Violence and gone on drug rampages.
The ads are a teenage boy’s porn dream!
Pretty embarrassing.
Living in your own bubble but not in touch with reality.
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Well said,
These day people complain about everything and anything ! It’s an ad, get over it !
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Oh get over yourself Rod! People making complaints against your ads, or even just commenting on them, don’t necessarily want sleaze bags like yourselves knowing their identity.
Your ads aren’t “politically incorrect” they’re just pathetic, they’re like a parody of the worst sexist ads from the 70s and 80s. This advertising is exactly what one would expect from middle aged men struggling with a mid life crisis. You just have to surround yourselves with younger cosmetically enhanced women and depict them as bimbos unable to operate and maintain a motor vehicle in order to prop up your own egos. Its embarrassing. Then you position men more than twice their age with history of domestic violence and assault as the “hero” who rescues them. These are garbage ads pandering to garbage men clinging to a bygone era. The 80s are over man, grow up.
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There is so much promise in changing attitudes with the Gillette adverts. Sorry, won’t be going anywhere near ultra tune based on the recent advert campaigns.
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Given this ‘fun’ is relentlessly aired through free to air family friendly summer sports, I wonder at how you’d answer my 9 year old daughter’s inquiries about the bizarre scenario of groaning women falling out of their clothes being ogled by a dirty old man… after an apparent near drowning? It’s repulsive. Awesome modelling for my younger son too.
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It’s not “RS”. It’s RB. Kathleen, please learn how to read. I know it’s difficult and takes a lot of practice, but it’s worth it.
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lol Kathleen is clearly a man. Women don’t talk this way, boasting about all their wealth and dividing between two countries lmao GTFO yourself, dude. All you’ve demonstrated is that the majority of the populace is sexist. We all already know this, which is why feminism is still needed, even in wealthy western countries.
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FYI
99 complaints submitted to Ad Standards – all dismissed.
https://twitter.com/pleaseuseaussie/status/1088397253289553921
Begs the question; exactly who is out of touch with the broader community’s viewpoint on these advertisements.
Kind regards
Rod Cedaro
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Obviously archaic sexist males are the so called advertsing “excecutives”, management at U.T., Advertisement “No Standards” Board (how low can you go) and let’s not forgot CHANNEL 9!! Get online everyone and complain to Channel 9 and start a facebook page! It’s all about the $!! How belittling to women to be portrayed in this way and to be subjected to it. Just because it is around overseas doesn’t make it right!
Maybe a protest outside Channel 9 tennis studio when they are filming live and do a protest chant so it interferes with their broadcast. Get some public momentum like the “ME TOO” movement. Enlist passers-by to be involved and sign them up to the facebook page etc. we could call it END SEXIST ADS!
I’ve just switched to channel 10 and I see the AD for RESPECT WOMEN – respect.gov.au – what a contradiction of values and standards! There is no consistency with the standards of adverstising. I complained to the Ad Standards about the ads. last year – of course the ad’s fall within their ‘LOW’ standards. Why not CHANGE them and update to standards which should be reflected in 2019?? Again it’s all about the $! Whoever pays to line the pockets of these executives, gets to turn out whatever offensive rubbish they want!! Women and men who respect women need to make a stance. Only huge public protest will possibly make any change.
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Poor old irrelevant Sean Buckley again proves that a moron with no original ideas needs to rely on sexism and controversy. Hey, it worked for Trump!
Sean, please hire a marketing expert who will explain to you that the number of views of your shit commercials will not translate into customer conversion.
Sorry, forgot Sean will not listen, as you can’t teach an old white self-absorbed guy new tricks.
If I was an Utra tunes franchise owner, I would be fuming – imagine how business would thrive if the stubborn moron at the top stopped alienating at least 50% of the addressable market.
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