UltraTune has kept its tradition of rubber-clad women alive and brought said women back for another round of ads for tyres.
The ad for the car service franchise has been widely criticised on social media already after the latest in a series of advertisements featured two models milling about in slick black, rubber catsuits.
One ad is promoting a competition to win tickets to Wimbledon, with a deep male voiceover saying “Get into rubber and get into Wimbledon”, while the two women pose with tennis racquets.
The other, for a tyre brand, has a voiceover saying “We’re into rubber” and shows the models posing with an impact wrench and a four-way lug wrench.
Another television ad, published on YouTube on January 8, has the tagline “avoid unexpected situations” and shows the same women driving a car that stops on a level crossing.
The car is destroyed by a train, but the women, wearing knee-length dresses, are shown walking away from the burning vehicle.
You can see that one here too:
Oh, and then there’s the reaction from social media:
Slow clap to Ultratune for the most sexist TV advertisement this century.
— ʍǝɹpuɐʞɔıu ǝpɐɹɯoɔ (@elronxenu) January 20, 2016
I guess @UltraTuneAust forgot women drive 70-80% household spend. Better sack their marketing team. #ultratune #marketingfail
— Katrina Read (@katsinsight) January 20, 2016
I’ve just watched the worst advert ever for #ultratune – seriously what were they thinking? @UltraTuneAust
— Martin! (@martin_chappell) January 20, 2016
Jesus Christ #ultratune , you’re about 30 years late on your ad campaign #cringeworthy
— Michael Rogerson (@Michaeeelsatwit) January 18, 2016
UltraTune is no stranger to controversy, however, and despite complaints, has held onto its controversial tradition of using women wearing rubber catsuits feeling up tyres in their ads.
It’s a bizarre world we live in.
