Vinehall School’s ‘buy your dad a Jag’ ad condemned

Entrance to Vinehall SchoolImage copyright Google
Image caption The private school’s headmaster says the advert should never have “seen the light of day”

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.”

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