Ultra Tune’s most recent ad featuring Mike Tyson has been given the all clear by the advertising watchdog, after complaints it was highly sexualised, promoted ownership of wild animals and featured a convicted rapist.
Several complaints were made to the Advertising Standards Bureau (ASB) on the basis of vilification of gender, objectification of women and sexuality.
The ad starred the celebrity boxer coming to the rescue of three women who had run off the road after encountering his pet tiger.
One complainant said: “The very fact that Mike Tyson says he is looking for his tiger Francis is condoning the ownership of wild animals by individuals which is absolutely inappropriate.”
The complaint also called attention to the women’s “odd costumes” and “helpless” portrayal, which they said was “overtly sexist”.
“Finally, the inclusion of Mike Tyson, a man convicted of sexual assault, is completely tone deaf, and should not be supported by the Australian media, and certainly not seen in a humourous light,” they said.
Ultra Tune responded saying it agrees that sexual harassment, assault and rape have no place in society, but Tyson has served his punishment and re-joined society.
The auto repair brand disputed the claims it sexualised women, adding the ad “neither diminishes the actors’ self-respect or humiliates them in any way”.
The ASB dismissed the complaints, ruling the spot had a “sexualised tone” but said its behaviour is not sexualised.
“The board considered that the women are shown to be confident and in control, and that the overall manner in which the women are depicted in the advertisement does not use their sexual appeal in a manner which is degrading,” the ASB said.
It also dismissed complaints of animal cruelty around the inclusion of the tiger.
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