‘Women can jump up and down all they want’ says Ultra Tune boss as brand launches new ads
Ultra Tune, the car-servicing company which frequently finds itself the subject of complaints to the ASB, is courting controversy again, releasing another two ad spots featuring the rubber-clad “Ultra Tune girls” along with a cameo from actor Jean-Claude Van Damme.
The ads – the latest in Ultra Tune’s “Unexpected situation” campaign – launched online over the weekend and begin airing on TV from today.
The first ad, featuring Van Damme, sees the UltraTune girls in “Unexpected situation #4” – a flat tyre on a dark and seemingly dangerous street.
The appalling acting in these ads is possibly the most offensive thing about about them…
I’m not a raving feminist, but there seems to be something amiss with the strategy behind this. I’m all about taking the best business opportunity. The data suggests that the potential market for automotive sales is actually in the female wallet. Brands that are stuck in this old thinking are missing real growth.
No point loading this post here with the masses of data available on this, but it is there if they care to look.
I’ve worked in automotive all my career in marketing and always wondered why the guys that are stuck in the ‘status quo’ think this is reality. Weird.
I don’t think the one message to males and females always works however, and like any segmentation there needs to be a message/market match. Ultra Tune don’t have to lose their male audience to capture a female audience, but polarising isn’t going to help.
Recent article here from Forbes shows some interesting ownership stats:
http://www.forbes.com/sites/sa.....7d79697b1e
There are buckets of these proven, validated data points on this.
See, not a feminist rave but a good business argument around a lost opportunity.
Well said
‘80% of auto purchases are ‘influenced’ by a female’, then how many are influenced by a male? 100%? 5%? I want to see the full picture.
In all my experience as a male, i can say that when it comes to a cars servicing and mechanical needs I have been the chief advisor to many a female.
My gut tells me women are still comfortable seeking advice from men when it comes to this mechanical stuff. Unless my mother and wife are old fashioned?
It’s the same reason I ask a females advice when buying makeup for mrs bobby as a gift, i’m yet to see gender neutral makeup advertising that explains to me what on earth everything does.
Men and women drive cars in equal measure, not the same for makeup.
‘80% of auto purchases are ‘influenced’ by a female’, then how many are influenced by a male? 100%? 5%?’
Hmm, I’d say the answer would be 20%.
Don’t know about that Dumb Blonde, this is measuring influence. Both sexes could have equal influence over a single decision.
So 8/10 car purchases have had a female provide input into the decision, but maybe 10/10 of those purchases had male input also.
It’s not mutually exclusive, n’ahhh mean?
Maybe if it were 80% of car purchase ‘decisions’ are made by females, you could say the other 20% are made my males.
it’s actually irrelevant what percentage of influence males have (agree though it’s not mutually exclusive with this sort of stat). What is relevant is that 80%. Hypothetically, if 80% of a market’s influencer is saying ‘I hate that brand’ then that’s gonna have some sort of impact. If there is not a huge difference in price (which there isn’t in the automotive industry), brand matters. If Mrs Bobby hated the ad and told you that under no circumstances were you to use ultra tune… then maybe you wouldn’t (or at least some men wouldn’t). That 80% is important and Anne makes a good point that there was no need to alienate a sector of your audience (which this article in Mumbella further does unfortunately. Not the most savvy CEO).
also – for the record, the missus makes all the automotive decisions in this house. Has a real aptitude of that sort of thing.
“He said complaints tend to only come from “social keyboard warriors” and middle-aged feminists “who are after equality” who missed the light-hearted intent of the ads.”
Lol how dare anyone after equality?!
Do we think you’re stupid, Sean?
Yes. Yes we do.
+1
I am not a raging keyboard warrier but these ads are offensive to me on many levals / get your shit together
You don’t have to be a feminist to see how terrible these ads are, and it’s not nothing to do with objectification.
Not so much troubled by the ad, as by the misogynist attitude accompanying the defence of it.
“Social Keyboard Warriors…”
“Do-gooders jumping up and down…”
“Women can jump up and down all they want.”
What a guy…. People who deny the existence of inequality and social hierachy in the world around them always come across as either ignorant or uncaring towards other people.
We should always be wary of a person with social privilege who is in the media claiming that privilege doesn’t matter.
I happened to have had the pleasure of meeting
Sean personly last year when I was being bullied by a rival mechanic, for being a single female who was out of my depth as far as car knowledge is concerned.
First and foremost, I am a staunch feminist, but even I felt small and very frustrated by the time I called Ultratune and spoke to Sean after been given the run around & quoted a HUGE amount for a routine service by the other mechanic.
Long story short- Sean had my car in the shop the next morning and serviced for under $200 by the following evening. Sean had one of his managers take care of me so everything went smooothly and I don’t think I have ever experienced a more female friendly environment at any other mechanics.
I don’t think these ads objectify women- to me there saying that Ultatune understand women’s car trouble needs…..
I much prefer these ads compared to rival brands adverts that pan over an engine while boosting about the horse power or cylinders – i don’t speak car language.
However I can be forgetful at times so am able to identify w the situations these girls get in into.
Isn’t it it’s peace of mind knowing these guys can be relied on in car trouble situations. Especially compared other car roadside assistance riddled w exemptions depending on the circumstances.
So what if they decided to have a little fun in the adverts? With 1 in 5 Australians experiencing depression every year I am all for them!
Hi Sean, there’s really no need to pen this under a pseudonym.
Umm yes that was kind of obvious. Key messages down pat.
Yeah u guys totally sprung me- wow I thought u would never work it out that I am the Mr Sean Buckley – Master of the throne- keeper of the zoo Hahahaha
Paranoid much –
Get over it- I’m not Sean- or am I?
Weirdo.
Whether you are indeed Sean can’t be determined, however you’re response is certainly masculine. Here’s a tip, if you’re going to write under a female pseudonym, you also need to write as a female.
On another note, Sean quite clearly represents the demographic he’s targeting, and should realise that offending the female counterparts of his male audience is stupid.
Since there is no way to determine whether I am or am not Mr Sean Buckley- then this is just another irrelevant comment. I could of course walk you through all the possible scenarios to lead you to the obvious commonsense/educated outcome that I am not. My name is quite unique- Ive got red hair in my Fb profile pic just to squash this false accusation.
This is nonsensical. You’ve successfully reiterated that your identity can’t be determined. You’re arguing against a straw man. The point of my comment was to highlight the fact that you’re writing is masculine. Now I can add 17 year old boy to your profile. Thanks for making this obvious. Maybe you should troll elsewhere…
Where is the equality in stereotyping
my comments as masculine? Very presumptuous of you…. and you are completely off the mark
Equality in stereotyping? Lol. Do you actually understand what your saying? It’s generally considered a good idea to know the meaning of words before putting them into a sentence. It’s like, you know, correct grammar and stuff.
Drawing distinctions between men and women isn’t an argument against equality. The meaning and usage of the word masculine is for this very reason..;).
I don’t presume anything. You’ve made your masculinity very clear by your style of writing. This is my last post, as I have better things to do than educate you.
Spot on Claire. Privilege has that funny way of seeming invisible when you’re basking in the middle of it.
I’ll bet Buckley is a joy to work with.
Wonder why Frontier don’t mention their Ultra Tune work on their website?
Hi What A Joy,
They do: http://frontieradvertising.com.au/clients/
Cheers,
Tim – Mumbrella
Ah thanks Tim I missed the inclusion of that client’s logo.
There’s no mention of Ultra Tune on their “Work” page which is where I thought they would post their latest work assuming it meets the criteria at the top of that page “We do great things with great people”.
Already had my say elsewhere…. but, if a product is good enough to offer up for consideration, then it doesn’t need sex to sell it… If it needs sex (bouncing breasts and bums), then the product isn’t good enough on its own merits…
I am male, i dont lie to my wife about it being wrong, and i wont ever use Ultra Tune…plenty of other places to go too….
can I just say that the franchise owners do not get a say in any of these ads so pls don’t not go to an ultra tune because u don’t like Buckley and his ads the individual owners are families just trying to make a living 🙂
Hi Cat, while it is sad that these family run franchises are collateral damage (so to speak), isn’t voting with your feet the only way to send a message to Buckley and Ultra Tune? Isn’t it also the role of these franchisees to voice their concerns about the drivel that is being dished up by way of advertising – after all, don’t they pay annual fees to Ultra Tune to fund marketing?
Yes, I’m a feminist and yes, I’m begrudgingly approaching middle age, plus I happen to be a mum of two young girls. So am I offended by the ads? Of course I am. Honestly, I think they’re really stupid, but hey, if it works for his bottom line, then go for it Buckley.
I just think Australia is too small to actively alienate a big audience, particularly when simple segmentation doesn’t reflect the complexity of us humans. I actually love cars and have always invested in them, but I’ll never, ever consider shopping at Ultra Tune. And while my husband might secretly love the ads (even though he says they’re shit), I will make sure he doesn’t shop at UltraTune either.
I know I know. I’m using big words and thinking about things too much. I don’t even like Trump! I’ll get back in my box and stop whinging.
The girls are “ditzy”, the “thugs” mostly have brown skin, and the white guys are the “hero”? That ad is a disgrace.
Hahaha everyone uses stereotypes- except maybe nimble or wallet wizard ATM.
I can understand that females may not see the funny side of the cartoon style story telling but you are just sucking the credibility out of this thread.
I bet u also thought Rocky the movie ‘was too Much of a punch drunk boxer, his wife must of been too supportive and his coach too pushy???? stereotypes help tell story for the narrative.
What species of female are you referring to “Kaera d”? Female sheep, female kittens, female goats? If you’re referring to female humans the most commonly used word is “women”. If you don’t see women as distinct from other species then I think we are starting to see why you’re such a big fan of Ultra Tune.
Critiquing ppl on there language, spelling or writing technique is the lowest form of keyboard warriors/trolling imaginable- try to stay on topic- trivial irrelevant arguments are just annoying.
I was critiquing “Kaera d” on her basic lack of understanding as to how to appropriately refer to women (female humans), something a “staunch feminist” such as she claims to be would know about. Perhaps “Kaera d” is not a feminist at all? I wonder what/who else she isn’t?
on *their language, not *there language. It really is not that difficult. 🙂
A female is a women as is a girl or a lady??? Relevance???? female- feminist- what’s ur point???? This doesn’t make sense? Or Do u just want to argue for the sake of arguing? My spelling and grammar has been far worse if u want to get technical
Is there Cut off of how much of a feminist someone is? Do I not make the cut? Hahaha another irrelevant argument…. the only thing ur teaching me is of how not comment on threads.
FEMINIST- a person who supports feminism.
Ur also really paranoid- maybe take it easy on social media for awhile, go for a walk, clear ur head for a bit mate
Never argue with a fool – they will only drag you down to there level and beat you w experience.
*their* level
*their
The comment about the women I agree with, but don’t read too much into the white hero and the darker skinned thugs. Not all white men belong to an oppressive patriarchy.
Not only is this beyond appalling, the fake posts defending it are ridiculous in the extreme. “I don’t even like Trump”… WTF?
Surely Kaera d can’t be real …
“First and foremost, I am a staunch feminist”
“I don’t think I have ever experienced a more female friendly environment at any other mechanics.”
“to me there saying that Ultatune understand women’s car trouble needs…..”
“I can be forgetful at times so am able to identify w the situations these girls get in into.”
Does anyone know the names of the actresses?
…asking for a mate
‘Anon’,
Your mates can rest easy – the women’s names are Laura Lydall and Parnia Porsche.
Vivienne – Mumbrella
Ok u got me – I am paid mole working undercover for Ultratune-
As if my input on this thread is gonna make or break Ultratune?
This is my experience of Ultratune why are all the other women allowed to have and share there feeling but mine lack credibility????
Where is the equality in that? Your jut contradicting yourself & have offend me.
Contradicting & offended
“Don’t take life too seriously…we’re not trying to hurt anyone. Just trying to have some fun.” That’s the defence invoked by sexist dinosaurs everywhere.
I’d say the Ultra Tune CEO would be delighted with the number of comments here. Seeing these ads for what they are isn’t difficult, and requires nowhere near as much discussion as it is generating. Still, job done for Mumbrella and Ultra Tune. More fool us.
Plenty of anti opinion, plenty of aggressive comment, plenty of, so called, feminist, grandstanding. lots having a go, but not one that explains the offense, real or imagined.
Sex is not sexism or sexist, it is a quality and a power that is inherent and unique to each gender, and to each individual. This quality is the very quality that defines male, trans and female, and drives hetero, homo, bi, and whatever other form of sexual orientation.
It is impossible to sexualise a mature adult, because with the possible exception of the asexual,we are all naturally sexual beings. There is an understanding of what is decent and what is not, and this is ever changing, but gender and sexuality remain constant.
All the shouting and name calling, and the gross misuse of such words as “misogynist,” which has been overused to the point of almost losing its original power, is merely political clap trap.
Sure, Richard. I mean, you could have just gone googled Collective Shout, considering you can google and rant about the supposed “lost meaning” of feminism, but I’ll do your googling for you…
The women here are portrayed as sex objects, ie that women’s purpose is to satisfy the sexual fantasies of men.
They are also portrayed as stupid in this ad.
The ad is therefore demeaning towards women
The ad is for CAR accessories, not adult venues, so the insertion of sex into the brand is unnecessary and a deliberate choice on the part of the owners.
Women own cars and make their own purchasing decisions as it’s not 1950 anymore
This company has run similar advertising before and inspired quite a number of people to boycott them for similar advertising.
I suppose I could have googled anything, but I am too old to rely upon google for common sense, I use it only for those things which I find obscure, or beyond my cognisance.
We are nearly all (with exceptions) sexual beings, therefor, so called, “sexualisation,” or “sex objects” is subjective and works both ways, in fact all ways, since men are often sexually attracted to men and women to women etc.
Hunky man could be labeled “sex object” certainly not to me as a profound heterosexual man, but quite so to many others. One or two bimbos, does not indicate that all women are stupid, Basil Fawlty does not represent every Englishman, any more than Manuel stands for the average Barcelona Male.
Life has many layers, there are people you and I would love to at dinner with, and many others with whom we would not.
The problem with that comparison Richard, is that Fawlty Towers wouldn’t even get past the pilot these days. It would be absolute fodder in this ‘Age of Outrage’.
Stereotyping, sexism… the term “Microaggression” sums it all up!
Interesting that men are their “target audience” but what about all the women doing it for themselves? Missing out on a big pool of potentials.
Rather than being unique and creative they are going for trash creative. Would rather go to a trusted local mechanic anyway than deal with these overpriced sh!tty franchises.
The ads are tongue in cheek. I get that.
The scathing comments trying to pigeon hole middle aged women by the CEO are something else.
Franchisees I hope for your sake his comments haven’t done your business harm. However I fear they might. I have my own car and choose where I go for a service. Plenty of options out there.
Franchisees time to make sure that you can trust how your business image is portrayed. Excellent leadership creates goodwill for the brand. It’s that simple.
wow, they are really bad ads. the acting is bad…
If Mr Buckley wants Buckley’s with my money, then he can continue making flagrantly sexist ads. I mean, makes sense he compares himself to the appeal of an illegitimately interfered with election by a foreign repressive power and sex offender Donald Trump.
For those who want to know…
Of all searches conducted using the terms ‘mechanic’, ‘local mechanic’, ‘mobile mechanic’ and ‘car mechanic’ – 44% were done by females.
Of all searches conducted using ‘ultra tune’ or ‘ultratune’ – 46% were done by females.
(Source: Hitwise, 4 weeks ending 14/01/17)
We are constantly working with auto brands to showcase the importance of considering women in the car buying and/or maintenance process and many are shocked that so many women are involved.
Yes, this can be seen as a shameless plug, but when there’s an important discussion like this happening, it’s good to have correct numbers.
Buckley is very misinformed and old school. Were not living in the 70,s anymore Silly boy, another customer lost.
So Buckley thinks his audience is somehow amused by shrieking women and aged celebrities, go figure.
Its amazing that he is willing to alienate half the audience, the “fun” statements ring as true as someone back tracking from a stupid statement with an “only joking” response.
The adverts don’t establish much of anything about Ultratune beyond managements poor taste. They really seem to have a low opinion of there customer base. When I first saw the adverts I thought they had been bought by a bogan with money and sooner or later they would wake up. It seems not. It would be interesting to see what the franchise owners a fee payers think of these ads,
“95% of our customers are male”
Gee whiz, I wonder why Ultra Tune doesn’t attract female customers.
Showcasing women as the product you are selling doesn’t help convince them you think they are actually of value as customers.
well, Sean in his smugness forgot that an advertising campaign is usually designed to BRING MORE REVENUE to the business. The guy has no idea about advertising or marketing, but has a lot of experience in litigation (http://www.seanbuckley.com.au), so I can just see the exasperation of the advertising execs in the room trying to explain to him that by pissing off the majority of the market he is trying to convert to customers is not a good idea.
Who does he think the target audience is that this ad will speak to? What is the actual message?
And guess what, this is 2017, women vote, run businesses, make a decent amount of money, we buy our own cars and have them serviced. Only a fool would go along with an idea of a campaign that gets people “talking”, but turns them against the brand.
Frankly, if I was a franchise owner, I would be very, very annoyed with Sean.
+1
I’m a man. I’m a feminist. I’m a decent dude. This ad has potential assault of women. It then has the women dancing with the potential perpetrators because they didn’t assault them.
That’s what it is. Women delighting at not being assaulted.
It’s awful that this company made it but clearly they are objectionable people running it. What I really struggle with is how seven can run it. Particularly given their executives behavior towards women.
You must be fun at parties.
“He said the brand had learnt its lesson from the previous banning, however, and the women are now more pro-active and self-assured in these new ads.”
So of course they didn’t purposely make them with a mysogynist mind set.
Way to burn out your company. Over time the women who are your biggest customers will find better service with a better attitude elsewhere. Good on you for encouraging them to do that…
Look at the Ultratune ad closely. The two people in rubber outfits don’t look like women to me.
Frontier’s sub text – “We keep good company” with Ultratune on the first row…
http://frontieradvertising.com.au/clients/
Van Dam……lol
I have 8 business Utes. Closest to my business is Ultra tune. Hate their ads. Perhaps advertise what your business does and offers. Specials? Drop off/pick up? Don’t use Ultra tune prefer another mechanic further up the road. Showing females in certain clothing etc does nothing for your business. Take a look at the ford ads.they show what you can expect with a car service.want our business sell to the customers what you can offer.
I am female and in a high paying position in the medical field. I pay to have my own car serviced. There is not one female I know that come across as being so dumb in dealing with a car crisis. It is embarrassing for many of us females who are bright and smart.we are not all like that. Improve your ad.
Sean is an ingnorant misogynist but that is not going to change. As a high earning professional woman with a long standing passion for performance cars I would happily pay more and travel further to avoid ever giving my business to ultratune. What is more distressing however is sitting and watching these confronting ads during the football with two young daughters. You may argue that these ads are just some fun and people are being too PC but that is irrelevant when it is seen through the eyes of a seven and six year old. Society standards are in the gutter if we accept that our youngest members should be subjected to these sexualised images from such a young age. Something is wrong when I had to swap channels on a Saturday afternoon to stop them viewing these ads. But hey as long as he appeals to his target market then his campaign is a success right ?
I cannot believe the ultra tune ad i just saw. Mike Tyson is a convicted rapist!
Any way you look at it – having females in a (wet t-shirt simulating scenario and acting like they don’t have a brain between them) is most definitely offensive to the female population.
The CEO needs to move his thinking into this century – and his attitude about the complaints is equally offensive to many men – at least ones that think women are more than something to be perved at.
Women libs just need to get a LIFE!
All things wrong with today!
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