«Breaking News» Headteacher of £22,000-a-year school 'sorry' for advert saying children should go there

The headteacher of a top private school has apologised for a 'wholly misguided' advert that said pupils should go there so they can buy flash cars.

Vinehall School in Robertsbridge, East Sussex - was labelled 'appalling and elitist' after it came up with the 'tone deaf' ad to plug its latest open day.

Vinehall, which costs £22,000-a-year, was once attended by the Eden Project Tim Smit, polar explorer Tom Avery and High Court Judge Andrew Gilbart - as well as chartoppping band Keane.

However, despite its impressive records parents have now said they would not send their children there because of the ad. 

Mr Jonathan ‘Joff’ Powis, headteacher, has issued an apology.

The headteacher of a top private school has apologised for a 'wholly' misguided advertisment

Vinehall School (pictured) was marketed as a place people go before they drive nice cars 

The advert features a daydream about a student whose dad cannot afford to drive a Jaguar like the headteacher, but drives a Volvo instead.

It ran in a series of local magazines - but was widely criticized on social media, with parents dubbing it 'tone deaf.'

It states: 'The Volvo Estate - your Dad's pride and joy - suddenly swung left into a long drive.

'You saw 'Open Day' signs and your eyes widened.

'You pointed to the beautiful dark blue Jaguar parked by a sign saying 'Headmaster's Parking'.

'You said you wished your Dad had one.

'Your Dad looked wistful, the Volvo had to do a few years yet.'

It continues: 'You did well at Vinehall and have fond memories. You were very successful in business.

'You bought your Dad a Jaguar when he retired. You think every child should go along to the Open Days.

'Maybe they will buy their Dad a Jaguar one day too.'

The advert for the school open day sparked fury as parents labelled it 'bizarre' and said cars were not success symbols 

The post sparked outrage online, where commenters described it as 'tone deaf' and 'elitist'.

Bestselling British novelist Judy Astley said: 'How very bizarre. Who'd want to send their child to a school where the core values are entirely about acquiring material crap?'

Mark Owen added: 'Heartening to see Vinehall School taking some well-deserved stick on social media for this appalling, elitist and piss-poorly-executed ad.

'If you're the type to reckon someone's worth by measure of their wealth, give your kid a chance to be a better human and send 'em elsewhere!'

Another said: 'How wonderfully tone deaf!

'A school is chosen for quality of education, pupil experience, school environment, subject choice, location and possibly Ofsted rating.

'The car the headmaster supposedly drives is utterly irrelevant.'

Whilst Mark fumed: 'I'd never send a child to this school. Completely devoid of a moral compass.'

Vinehall is a prep school which caters for children between the ages of two and 13.

Last night, headmaster Mr Powis issued a grovelling apology: 'I very deeply regret the widespread offence caused by the recent open day advertisement.

The school's advert was labelled 'tone deaf' on the internet before the head apologised 

'It was wholly misguided, and should never have seen the light of day. I must stress it is in no way a reflection of the ethos of our school and the worthwhile work we do here.

'We are taking a long hard look at how it came to be created in the first place, but as head, I must take full responsibility for its appearance, and can only apologise for such an unfortunate error of judgement.

'Vinehall prides itself on being a friendly, inclusive place, where the values of modesty and broad-mindedness are at the forefront of our guidance and teaching.'

It is not the first error of judgement from a fee-paying school.

Headmaster Mr Jonathan ‘Joff’ Powis issued an apology for the advert which was meant to attract new pupils to the school (pictured) 

In June, leading boarding school St Paul's Girls School faced criticism after holding an 'austerity day' after serving pupils baked potatoes, beans and coleslaw.

The girls' school advertised the lunch with an image of a gloved waiter's hand uncovering three peas on a silver platter.

Linkhienalouca.com

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Main photo article The headteacher of a top private school has apologised for a ‘wholly misguided’ advert that said pupils should go there so they can buy flash cars.
Vinehall School in Robertsbridge, East Sussex – was labelled ‘appalling and elitist’ after it came up with the...

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