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?”

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.


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