“Why else would thousands be trying to get here?” asks Dick Smith, as he stands on a beach while a boat burns in the background and 'asylum seekers' come ashore.
“I Love Mr Dicks”, says the grateful refugee, accepting one of Mr Smith's food spreads, the proceeds of which are donated to charity.
But the admiration isn't universal - Mr Smith's new TV commercial, which the entrepreneur and philanthropist hoped to get played on Australia Day, has been denied permission to air during 6pm news bulletins by FreeTV Australia's Commercials Advice (CAD).
Comedian and writer of the commercial Dan Ilic has defended the script.
“I wrote the funniest script I thought I could muster on our tiny $10k budget. Then convinced Dick that it'd be fine to run with the innuendo and the boat people joke. (Which is my favorite considering Dick's stance on population control)” he blogged.
“Dick had booked over $100k in media spots for the 6pm bulletins on Australia Day which required ads to have a G rating. The lowest rating that CAD would muster was a PG rating,”
Some commentators have suggested the ad was never designed to air and that it was intended to be a publicity stunt.
To that end, they say that nobody would expect the ad, which features repeated innuendos around the phrase “I love Dick”, to air in prime-time.
The CAD provides classification and information services to advertisers, agencies and production houses in relation to television commercials and infomercials.
FreeTV's code of practice states that 4pm to 7pm on weekdays is only suitable for the broadcasting of content that meets 'G' standards.
Restrictions in G viewing times must not involve: “visual depiction of, or verbal reference to, sexual behaviour, except of the most innocuous kind” or “socially offensive or discriminatory language".
The ad's PG rating stops it running during the commercial networks' 6pm news bulletins, which has reportedly infuriated Mr Smith.
Meanwhile, refugee agencies that SBS contacted for comment declined to get involved, saying they do not want to provide Mr Smith with free publicity.
What do you think?
Is it funny, a manipulative stunt or actually offensive?
Comment below.
