Entrepreneur Dick Smith is reportedly angry an ad he made specifically for Australia Day has been ruled too offensive to run on prime-time television.
The commercial, promoting his line of food products, repeatedly uses innuendo around the phrase "I love Dick" and features the businessman handing a jar of spread to an asylum seeker wading ashore from a shipwreck.
The ad was created by comedian Dan Ilic and was due to be broadcast during the 6pm news bulletins on Saturday, at a cost of $100,000.
But the Advertising Standards Board gave the minute-long spot a PG rating, meaning it cannot run on television in the early evening.
"Apparently you can’t have lovely old ladies saying 'dick'," Smith said in response to the ruling.
"I'm angry. I don't like this being censored when it's just good fun."
In a series of text messages sent to Ilic, Smith described the response a "total disaster" and railed against the fun police.
Ilic said he wrote the ad because he saw Smith as an Australian legend and thought making it sounded like fun.
"So I wrote the funniest script I thought I could muster on our tiny $10k budget," Ilic wrote on his blog.
"Then convinced Dick that it'd be fine to run with the innuendo and the boat people joke. (Which is my favourite considering Dick's stance on population control)."
Smith's food business donates all its profits to charity.
Author: Nick Pearson. Approving editor: Fiona Willan.