Oh goodness gracious…
A new ad released by Ultra Tune featuring two women whose car sets fire for absolutely no reason, yet still manage to have time for a sexy water fight, has surprisingly attracted a number of complaints.
It’s not the nonsense story line that has offended viewers, but rather the implication that us women are big ol’ dumb dumbs.
Complaints have been lodged on the basis of discrimination, exploitation and degrading imagery.
One Tweet summed the ad up perfectly; “The latest Ultratune ads make me think their target market is rapists”. Now THAT’S a strategy.
The latest Ultratune ads make me think their target market is rapists
— Michael Williamson (@Mwil19) 17 January 2017
But Mamamia has uncovered a behind the scenes conversation between agency executives, which explains the rationale behind their ideas.
Top Comments
So they are portrayed as idiots. What, like the way men are portrayed in the other 99% of ads? OUTRAGE.
If you have an issue with a particular ad, go ahead and make a complaint. The fact there are other sexist ads out there does not mean we have to turn a blind eye to this one. I believe this ad is offensive and discriminatory - we will see if the ASB agrees with me.
Anon, it is not only that they are portrayed as "idiots", they are also presented in a highly sexualised context; one that encourages disrespect and ridicule for being female.
This is a terrible ad - the worst I have seen in a long, long time (maybe since the last Ultra Tune ad). How can they portray women like this and get away with it? I'm about to lodge a complaint to the ASB.