Dr Mumbo

Ultratune: empowering women one app at a time

UltratuneAdvocates of social media outrage may have noticed that car-fixing emporium Ultratune isn’t noted for a progressive approach to its marketing, regularly attracting many complaints of sexism.

Not to worry, Ultratune has come to the rescue, revealing the answer the world has been seeking courtesy of a Behind the Scenes look at its latest ad.

Empowerment, we have learned, comes in an app.

Artfully avoiding clichés that denigrate women, objectify them or portray them as vacuous – as they total a rather expensive-looking Porsche – the ad itself is a masterpiece of modern marketing sure to send Australian women flocking to download Ultratune’s road service app.

So good, in fact, was this ad that it generated not one but two Behind the Scenes videos. One is simply an overly-dramatic teaser trailer that’s longer than the actual ad.

But in the second, Ultratune ambassador, Parnia Porsche (seriously), reveals Ultratune’s ads and apps are really women’s empowerment tools in disguise. Genius.

“I believe that the Ultratune commercials actually empower women,” Porsche proclaims. “You don’t have to call your boyfriend, you don’t have to call your dad, you can get straight on to the app and you can do it all yourself, ladies.

“Women are normally sidelined when it comes to automotive, that’s why with the Ultratune app it puts the power back in their hands.”

So there you go. Two thousand years of female subjugation solved with an auto store app and an ad. Who’d’ve thunk it?


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