Hot on the heels of launching a $1million ad campaign today, AdNews caught up with 'eccentric do-gooder' Dick Smith to find out more about the process of creating the campaign. Read the entertaining and candid Q&A below, where Smith ribs Singo, pokes the SMH and somehow involves nepotism and the mafia.
Using the same voice-over from the 30-year-old Grim Reaper AIDS advert, the Australian entrepreneur and philanthropist launched a new version of the ad this morning, but with a slightly different message.
The TV spot aims to tackle concerns about the growing rift between the wealthy and the poor as Smith believes “endless growth will destroy Australia as we know it today”.
Despite rolling out the big campaign, Smith said he's angry that he has to spend $1 million, that should be going to charities like St Vincent de Paul and the Salvos, on an ad with dollars “being sent to wealthy TV station and newsprint owners”.
The ad features snippets of Prime Minster Malcom Turnbull, opposition Leader Bill Shorten along with Julie Bishop, Kevin Rudd, Joe Hockey, Wayne Swan, Penny Wong, Alex Hawke, Mathias Cormann, Bruce Billson and Scott Morrison.
See: 'Angry' Dick Smith 'forced' to spend $1m on new Grim Reaper TV ad
Despite keeping quiet on the media and creative agencies involved, Smith tells AdNews why he opted for TV launch, how much he was involved in the ad, what reservations he and why he's so perturbed at giving $1m to the TV stations.
Q: From conception through to direction and final production, how involved were you in the entire process of creating the ad?
DS: I was totally involved in the advertisement. I didn’t actually write the ad myself, and the person who wrote the ad, and also the person who did the production and editing, don’t want to be identified at this time. I’m not sure if they are worried about the mafia or SBS. It is certainly one or the other.
Q: As well as a TV ad, how else will you be marketing the campaign?
DS: As well as the TV campaign we will be running the advertisement on radio and also putting it up on our website dicksmithfairgo.com.au. We have also have two print advertisements (below) which have been running in the newspapers. I was only prepared to run them if I could do them for $5,500 each. The Sydney Morning Herald and the Telegraph refused that, so they didn’t get the money – more pity them. They must be so prosperous they don’t need any extra money from crazy eccentric do-gooders like Dick Smith.
Q: Why choose these channels?
DS: I decided to do the TV campaign because I thought that was an effective place. It came from my idea personally. I then rang my mate John Singleton who put me on to one of his family members (it is called nepotism). His name is Andrew Wyllie and he did all the bookings. It is supposed to be a really good deal, but knowing Singo it would probably be about twice the price and Singo would be getting a huge kick-back to pay for his racehorses.
Q: Would a digital or out of home campaign not have cut the mustard?
DS: I have no idea if a digital or out of home campaign would cut the mustard. I have no idea what that is. I am a car radio installer and my advice comes from John Singleton who is about 40 years out of date anyway.
Q: Why choose the ad agencies you used?
DS: As mentioned, because my mate Singo talked me into it.
Q: You said you were angry about having to pay $1 million to wealthy TV station and newsprint owners, why? Every service costs something?
DS: Yes, I am angry about the $1 million because I would get more satisfaction giving it to the Salvos and St Vincent de Paul. I think Kerry Stokes and Rupert Murdoch already have enough money – or perhaps Rupert doesn’t own a TV station any more. I can’t remember.
Q: Did you get any form of advertising discount given the important nature of the topic at hand?
DS: Andrew Wyllie who did the bookings (Singo’s cousin or uncle or something) said he got a really good discount but I would have no idea if that is so. I just told him to spend $1 million and see what happens.
Q: Of all ads to hark back to, why the Grim Reaper AIDS ad?
DS: It mimics the Grim Reaper ad because it is exactly the same message. That is, if we are not careful, we can destroy mankind.
Q: And what was the best part of the process?
DS: The best part of the process was working with everyone and getting the ad right. I was able to find John Stanton, a famous Australian actor who did the voice-over for the original Grim Reaper ad. I also spoke to Siimon Reynolds who produced the first Grim Reaper ad. I spoke to him in America and he was quite happy for us to go ahead with the concept.
Q: How important is having a good voice-over in an advert?
DS: I think it is important to have a good voice-over person for the advert. That is why I paid John Stanton a small fortune to do the work – including an extra amount so we could run it on our web page. John has a really good manager.
Q: What reservations, if any, did you have about creating this ad?
DS: I have a number of reservations about making the ad, because no one discusses the population issue and the media tries to twist it into being an issue on racism – which it is not. We have too many people in the whole world and we need to do something about this if our children and grandchildren are going to have a decent life.
Q: What do you think Malcolm Turnbull will think of the ad?
DS: Time will tell what Malcolm Turnbull thinks of the ad.
Q: What reaction are you hoping for from the ad and how will you monitor this?
DS: It depends on whether we can get people thinking about this important issue. My plan is to get one of the major parties to come up with a population plan. Every Aussie family has a population plan. They don’t have 20 kids – they have the number that they can give a good life to. Our politicians need to do the same for the country. Already we have had a tremendous reaction and the ad hasn’t even gone to air, so it is really working well. My phone jammed, our web page jammed, and we are already getting thousands of dollars of donations – something I have never received before.
Q: Dick Smith for Prime Minister?
DS: No, I’m not planning a deeper role in politics unless I am called to be Dick-tator. Otherwise, my Dick Smith Fair Go Group will end up hopefully having a large number of supporters, then maybe one of the political parties will realise that we need to live in balance. The greed of endless growth is impossible.
The print ad (not appearing in the SMH)
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