“There’s only one Dick I’ll be eating on Australia Day,” says an elderly woman in a TV commercial that advertising authorities have banned from the airwaves Down Under.
Produced by Dick Smith’s Aussie Grown Foods, the ad is a politically incorrect stab at humor, using the company’s name to make sexual pun after sexual pun.
Dick Smith’s reportedly spent AUD $100,000 to run the ad.
“I’m considering going to the High Court to get an injunction so they are forced to run it,” company president Dick Smith told the Melbourne Herald Sun on Wednesday. “I’m just very against censorship of any kind.”
He did admit, however, that the ad would shock Australians.
“The first time I saw it I was horrified,” he said. “But I showed it to my staff who are mostly a lot younger and they thought it was great — they love dick jokes.
In addition to raw humor, the ad shows a line of refugees arriving on Australian shores with a burning boat in the background.
“The taste is a beauty, why else would thousands be trying to get here?” Smith says, before an Indian character says, “I love Mr. Dick’s.”
A spokesmodel ends the commercial by noting that Dick Smith’s donates all its profits to charity — AUD $4.8 million so far. That information, news reports said, appeared in the ad for the first time.
Appearing on screen, Smith also urges Australians to “chow down on my OzeNuts,” — referring to his brand of peanut butter.
And, tongue-in-cheek, he also excoriates other companies for exploiting Australia Day with patriotic symbolism and other jingoistic imagery.
“I’d never do that,” he says in the ad. “That’s as wrong as a dead dingo’s donger!”