A private school has apologised after its advert suggested those who went there would eventually be rich enough to “buy their dad a Jag”.
The advert for Vinehall School in East Sussex told the story of a boy arriving in his father’s Volvo, but wishing he had the headmaster’s Jaguar.
After attending the school and being “very successful in business” he buys his father a Jaguar when he retires.
Vinehall’s headmaster said the advert was a “misguided error of judgement”.
The independent day and boarding school in Robertsbridge for children aged between two and 13 charges fees of up to £23,000 per year.
The advert has been described on social media as “hideous” and “cringeworthy”.
NickScribbler tweeted: “Cringe. Not only awfully conceived but hideously written. Surely no copywriter involved here. Just someone who went to public school and now teaches at one.”