Auto Dealer’s Sexist Used-Car Ad Gets an Encore

Headshot of Tim Nudd

Earlier this week, a lot of hand-wringing greeted a Canadian auto dealer's ad that compared women to used cars. "You know you're not the first. But do you really care?" the ad said, next to the image of a woman posing provocatively. The ad got ripped apart for being sexist. But it turns out the dealer, Dale Wurfel, ran a similar ad in the same Ontario paper the very next day with the same headline—this time featuring a man. Ah, the plot thickens. Men, it turns out, are a lot like used cars, too! Clearly, this complicates things, and makes it harder to moralize about the first execution (particularly since the second ad had clearly been produced before the scandal—not as a result of it). At the very least, it seems to level the playing field. Depending on your point of view, either we're all completely empowered, or we're all incorrigible sluts—or most likely, both! Of course, you'd need to run the ads side by side, rather than on successive days, to get this message of equality across most clearly. See both full ads after the jump. UPDATE: As mentioned in comments, the guy in the ad below does look a bit familiar.

@nudd Tim Nudd is a former creative editor of Adweek.