Dick Smith has said he's not prepared to censor his controversial new Australia Day ad, arguing there's "nothing wrong" with it and that it should be given a G-rating.
The ad, which parodies asylum seekers and is rife with "dick" jokes, was given a PG rating by the Advertising Council. Dick Smith Foods was informed it would not be given a G rating or run in prime time spots unless the ad was censored.
The push features audio of Smith inviting consumers to "chow down on my OzeNuts and shake my Aussie sauce", and even features an elderly lady claiming "There's only one Dick I’ll be eating on Australia Day".
The local figure said it was inspired by Meat and Livestock Australia's irreverent 'Lambnesia' campaign featuring Sam Kekovich.
Smith however has said he is not prepared to censor the ad and doesn't see any issues with it airing in prime time, arguing it is merely "harmless fun".
He told AdNews: "I'm not prepared to censor it. There is nothing wrong with the ad, it's harmless fun in the spirit of larrikinism that we used to have in the past before we became politically correct. I never thought it would be rejected.
"Yes it has a few dick jokes and also shows us handing food to asylum seekers, but one of the reasons why they [asylum seekers] come here is that we have high standards of living and good food. It's a fun ad and I want it to run without being censored."
Smith said he may seek legal advice to see if it can be taken to the high court.
The new spot, which is currently on the company's YouTube channel, was launched to promote the its food products in the lead up to Australia Day. It was created by comedian and producer Dan Illic. Smith also said this execution was the first time it had revealed that it gives 100% of its profits to charity in advertising.
What do you think of the ad? Let us know your thoughts in the comments below.
http://www.youtube.com/watch?v=h7y6iE0aB5s
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