Ultra Tune Charlie Sheen ad with models racks up 100 complaints

Franchise giant Ultra Tune is thanking haters for boosting brand promotion after its controversial Charlie Sheen commercial racked up a staggering number of advertising standards complaints.

Franchise giant Ultra Tune is thanking haters for boosting brand promotion after its controversial Charlie Sheen commercial racked up 100 advertising standards complaints.

The ad with Sheen — dishing out his trademark ‘Winning’ line as he rescues Gold Coast bikini models onto a luxury boat — has been running during the Australian Open.

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On the set of the Ultra Tune ad in Melbourne starring Charlie Sheen are (from left) Tyana Hansen, Haylee Baxter, Parnia Porsche, Charlie Sheen, Laura Lydall, Michelle Kimberlee, Imogen Lovell (back row, far right), Giuliana Migliorini and Warwick Capper. PICTURE: Arthur St John

Ad Standards confirmed “around 100 complaints” had been sparked but was unable to provide details about complainant demographics or their reasons for being upset.

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That didn’t bother Ultra Tune marketing manager Rod Cedaro who co-stars in the ad and told the Bulletin: “Our objective — cut through — has been achieved.

“The commercial is memorable and those who have kicked up a fuss, who are clearly in the minority, have assisted in spreading the brand name. To them we are indebted so thank you.”

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Charlie Sheen used his trademark “winning” catchphrase when rescuing bikini models onto his boat during the latest Ultra Tune TV ad. PICTURE: 500 Digital Media

The nationwide roadside assist and car repair company’s previous TV ad with Mike Tyson racked up 134 complaints followed by a Jean Claude Van Damme one with 66.

Ultra Tune ads are fourth and fifth on Ad Standards’ list of the most complained about commercials in the past 10 years. The ad in fifth place received 419 complaints after buxom models Parnia Porsche and Laura Lydall declared they were “into rubber”.

Sheen, in talks for a sequel, was paid a rumoured $500,000 for a one-day shoot in Melbourne which coincided with his Australian speaking tour.

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Laura Lydall is prepared for her scene with Charlie Sheen in the latest advertisement for Ultra Tune. Pic Source: Supplied

Mr Cedaro said all Ultra Tune’s ads had received the equivalent of a PG rating and just one complaint in the past had been upheld: “Charlie Sheen did some terrible things whilst fuelled by substance abuse and he has subsequently atoned for his wrongs and paid a hefty price.

“Are people such as Sheen to be persecuted for the remainder of their days or does rehabilitating them and offering them a second chance, as Ultra Tune has, offer them the possibility of not reoffending?

“We would suggest assisting in their rehabilitation by recognising the good they have subsequently done is a far better approach,” Mr Cedaro said.

Mike Tyson and Ultra Tune marketing manager Rod Cedaro on set in Las Vegas. The Tyson ad sparked 134 complainst to Ad Standards.

HIV-positive Sheen was at one stage the highest paid TV actor in the world for his wildly successful Two and a Half Men sitcom before he was sacked and had a public meltdown.

Ultra Tune on average received a 27 per cent increase in roadside assist servicing inquiries for the months following its ads, Mr Cedaro said.

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American actor Charlie Sheen during An Evening With Charlie Sheen live show, hosted by Richard Wilkins, at Melbourne Convention Centre. His main reason for visiting Australia for the tour was revealed by the Gold Coast Bulletin: He was getting a rumoured $500,000 to star in a controversial Ultra Tune ad. (AAP Image/Penny Stephens)

“People are over being told what they are and aren’t allowed to find funny,” Mr Cedaro said. “The ads are hyper reality, a parody, comedic. If people choose to take offence, that is their prerogative.”

Ad Standards said its report into the Sheen ad complaints was still being completed.

Mr Cedaro confirmed: “We are in discussions with Charlie and his management and they are most interested in filming a sequel — stay tuned.”

Ultra Tune Hall of Shame

– Jean Claude Van Damme ad: 66 complaints

– Mike Tyson ad: 134 complaints

– Charlie Sheen ad: 100 complaints and counting

– Buxom models “into rubber” ad: 419 complaints