By KATE HUNTER
There’s nothing more popular than a banned ad.
Surely that’s why Dick Smith’s gone all rudey-racist in this advertisement for his Aussie made Vegemite equivalent, peanut butter and tomato sauce?
Dick’s an old dog and this isn’t a new trick. As leading media website Mumbrella writes,
A tactic adopted in the US is to create a controversial ad ahead of a big TV event, but to have it banned – which generates free media coverage without having to pay to air it. Among the proponents of this tactic is animal rights group PETA which generated a huge amount of media coverage for its “too hot for the super bowl” veggie lover ad.
Clearly. Loaded with Benny Hill style innuendo and a vignette of refugees staggering away from a burning boat, Dick’s ad gives people plenty to talk about. Twitter is crackling with accolades and outrage.
Job done? Not quite.
Comedian Dan Illic, who produced the Dick Smith ad told Mumbrella that Dick’s fuming that he spent $100,000 on an ad that won’t get a G Rating. That means it can’t be played during prime time news shows. Maybe they went a bit too far. It’s a fine line: Get people riled up, but not so much that you can’t do it at 6pm.
So. Is the ad any good? That, in my opinion, depends on whether you’re after awareness or sales.
And like all risky strategies, this one could backfire. But already its got thousands of people clicking, tweeting, sharing and discussing. And that is a whole lot of free publicity – and Dick hasn’t paid for a cent of that airtime.
On the other hand, dick jokes and refugees staggering from a burning boat might make shoppers choosier about their peanut butter. Only time – and accountants – will tell.
I’ve got nothing against ads that push the boundaries. Every year I look forward to Sam Kechovich’s rambling thoughts on lamb’s place in Australian culture – obviously it’s the campaign being parodied by the Dick Smith ad.
A few years ago his rant addressed racial demonstrations like those we saw at Cronulla. I’m sure there would have been complaints:
The idea that a barbecued chop can bring about world peace is ridiculous. But I know it makes sense.
Go Sam. Unlike Dick, I hope you never get the chop.
Did you find the Dick Smith Australia Day ad offensive? Do you think it will drive sales of Dick Smith products? What do you think of the Sam Kechovich ads to promote lamb on Australia Day?
Comments
78 Comments so far
best add ive seen in years, nothing racist about it.absolutely hilarious.
loading...
I really wish he’d bring out cheese.
loading...
Have never bought Dick Smith stuff before but will now. He is taking the piss – there’s nothing racist or otherwise about it unless your sarcasm radar is on the blink or you ‘don’t know Dick’.
loading...
Thanks “Lisa66″ – I hope everyone reads that link.
This is a discussion we need to have, in depth, since we are (thank goodness) a multicultural society but with much work to do.
I personally find racism deeply disgusting.
Writing satire has been part of my work over the years and even though we tried really hard not to be insensitive, we should still be attentive to these issues.
“Strayans” should ALL be included in promotions & ads for Australia Day.
loading...
Not keen on the ad, I think it’s a bit too krass and tries too hard. But I think supporting Aussie production of food is really important. I’ve bought Dick Smith peanut butter in the past, and actually the ad reminded me I’ve got none…so maybe it has had an effect on me.
loading...
Dick’s attempt at silly satire is well-intentioned and, for me it’s INTENTION that usually denotes racism.
When engaging in “Comedy Company” – style comedy it’s usual to parody news events and people stereotypes and I don’t think there was any intention to harm here………..was I being racist when I was asked to perform the voice of an Irish funeral home director a few years ago ? ……..I don’t think so – I wouldn’t have done it if it was a concern.
For some reason, people get extra nervy these days about portraying racial stereotypes……….imagine how you’d feel about this ad in the context of a satirical show like “The Chaser” or “Hamster Wheel”.
I’d like to think charity would benefit from the sales of Dick’s products,…..I’m sceptical that people care that much to switch from their favourite brands.
loading...
For those wondering what is racist about this ad:
http://shouty.sunili.net/post/41276930528/casual-racism-straya-dick-smith-and-racist-jokes
loading...
Thanks so much for that link. It was very interesting and highly recommended reading for everyone!! The blog post is witty and earnest all at once. Thanks Sunili!!
I must admit that (and no doubt due to being a white Australian-born woman) I didn’t think of the implications of the representation of what ‘true blue Aussie’ is… you know, the ad shows it as being Anglo-folk. If you were one of the many thousands of non-white Australians wouldn’t you feel invisible? It does perpetuate the idea that Australia is white, and it ignores the immense contribution that ‘non-whites’ have made. It also ignores the fact that most of us enjoy our multicultural society (and no, I’m not just talking restaurants).
loading...
I’m genuinely unsure of what people seem to be referring to as racism here? Is it the burning boat? It may be tasteless, but I really don’t think it discriminates based on race – there isn’t even a reference to a specific race of refugees? I only ask because I think the word is misused an awful lot, and that minimises the empathy felt by the general public in real cases of racism.
loading...
I found it hilarious ! Did not find it racist, sexist or anything else that ends in “ist”.
Leave the thought control where it belongs….in the pages of a George Orwell novel and on a Pink Floyd album. It is okay to laugh once in a while.
loading...
Why then does Vince that does the schticky ad get G rating. I think Dicks ad is a cracker, and there are some politics involved to get rid of his products.
loading...
I have bought his products before, and I think he means well. I didn’t mind it too much until the burning boat – very tasteless.
loading...
Agreed. The “dick” puns don’t bother me, but I find the burning asylum seeker boat part really tasteless – I also think it ads anything to the ad and seems a touch disjointed with the rest of it. My verdict: “offensive in parts. Lacks coherence”.
loading...
‘he’s no more Australian that this sech one spotted dick (image of an Asian man holding the spotted dick pudding).
What does this mean? It seems clearly racist to me. Is it meant to be sarcastic? How is this NOT racist?!?
loading...
And the bit with the burning boat is one of the most insensitive things I’ve seen on TV.
loading...
Ew – I can’t believe anyone likes those Kechovich ads. They appeal to the lowest common denominator in my opinion.
Dick Smith’s heart is in the right place – supporting Australia and charities.
Plus I think lambs are cute! I’d prefer to eat Ozemite over a baby lamb any day.
loading...
Got no problem with the Dick ad. Sam Kekovich annoys the living snot out of me.
loading...
Now we’ve all seen it, everyones talking about it, and it cost him nothing more than the production costs. Smart move. But viral video campaigns don’t last long…. most people would have forgotten the “Dumb ways to die” video already.
loading...
Damn – now I’m going to have that song stuck in my head ALL WEEKEND!!
loading...
Had no idea the profits went to charity. I will buy more of his products now.
I am pretty sure dick is a well known refugee supporter, so I guess he meant well by the inclusion of refugees.
He will no doubt get more people buying his products so this ad will work
loading...
How can we object to a man and a company that is entirely Australian owned and made trying to keep jobs in Australia and handing over profits to deserving charities?! The ad is not that offensive it makes me love Dick just that little bit more!
loading...
Lovin the ad!
Its for a good cause.And its all done “in the best posssssible taste!”
loading...
Hilarious – great historical reference.
loading...
What I hate about the Dick Smith advert is that we have barrow pushing folk with an axe to grind and no sense of irony or free expression or tolerance objecting to it.
I wonder what by 20 pound Pom (that’s pound weight ball and chain would think of it.
loading...
So where are the racist comments?
loading...
Why should there be any?
loading...
I didn’t find the ad anywhere near as offensive as I was expecting (given the backlash). Sure, it’s a little tacky – but that’s the point. It looks amateurish so that consumers don’t think inordinate amounts of money have been spent selling to them.
As far as the burning boat scene goes, if anything, the ad promotes principles of inclusion in that it proffers that refugees want exactly what Australians want. It’s certainly not demonising refugees. I can understand people’s concern that it’s treating a very serious issue in a flippant way, but come on…you’ve got to laugh at things sometimes.
I myself don’t buy into the flag-waving thing (probably due to profound feelings of guilt that I’m fortunate enough to live in such a great place through no personal skill or effort, just sheer luck), but I’m learning not to begrudge those who do. We don’t know what they’ve been through to be here, nor their intent. I’d say that the majority would wave a flag in gratitude rather than blind pride (at least I’d hope).
loading...
Definately not racist. That’s a ridiculous claim. We should all be buying Dick Smith products. Why? Because a large portion of the profits goes back into our community via donations. So far Dick Smith products have donated 4.8 million dollars to a big list of charities (see below). It helps support Aussie farmers and producers and offers a future to our kids. Why would you buy a product that is foreign owned that does not benefit Australia in any way. Whether you ‘like’ him or not, there are very few doing what he does for the Aussie economy and the least we can do it buy his products!!!
loading...
Do you, or have you ever lived on a farm? Only then can YOU tell us what this man has done for our economy.
loading...
No likes
loading...
It is totally Benny Hill but I laughed at the “I love Dick” line, particularly from the old lady in the pink cardy. However the burning refugee boat and even the chinese bit were just wrong. Without those two bits it told the story of what he is doing (which I think is great) while making you laugh. Great idea, the creatives just needed to pull the reins in a bit.
loading...
I’ve never bought any of Dicks products – food or electronics. Why? I don’t like Dick. Or his lame jokes. He’s it in for himself.
loading...
Umm, aren’t they all? At least his company isn’t owned by a cigarette giant like Kraft is.
loading...
That’s the thing though, he’s not in it for himself – all of the profit from the sales of the ‘Dick Smith’ products go to charity. He gets nothing from it except a sense of patriotism and satisfaction in knowing that the money stays in Australia. Love it!
loading...
A very large portion of these profits goes to charities like the Smith family and the Salvation Army. Infact Dick Smith products has donated 4.8million dollars to a big list of Australian Charities that would otherwise struggle to get support. I know I would much rather buy products that sustain aussie farmers and producers, help OUR economy, provide future job prospects for our children and support the less fortunate of THIS country than buy foreign products that have no direct benefit to the Australian economy. Bad jokes or not…..
loading...
He hasn’t owned Dick Smith electronics for years and years and years. They just use his name.
loading...
I think he is a good, well-intentioned bloke. He hired Dan Ilic to write it at Andrew Denton’s recommendation…the article I read said Dick isn’t a fan of ‘dick’ jokes, but when his workers (in their 20′s/30′s) loved the ad copy he decided to go ahead with it.
I laughed at a few bits, the old lady on the pink cardi saying ‘I love dick’ cracked me up. It isn’t high brow entertainment but overall is harmless enough. Didn’t find the refugee bit funny, but I got the message and it didn’t have a racist intention in my opinion.
It is all about promoting an Aussie company and supporting our own, and what is particularly wrong with that? Yes, it was crass in parts, but if it wasn’t, would we be talking about it and have the same level of awareness? I say good on them and I hope lots of people buy his products. All proceeds go to charity! Good man Dick.
loading...
People are talking about it.I’ve had friends send me links via email and texts.
Free air time on morning TV and blogs like this. It’s raised awareness of the importance of supporting Australian produce and local farmers.
It’s obviously meant to be taken as a very tongue in cheek parody. Even the boat immigrant reference in my opinion is finding humour not in the actual events but in the overly simplistic views the vast majority of Australians have towards the issue.
Job well done I say. Sometimes you’ve got to push the boundaries a little to achieve cut through in our insanely cluttered media marketplace these days.
loading...
I think he is a terrific man, shakes things up and gets people talking- we need more Dicks in Australia…. hang on…..
loading...
The tampa bit isn’t funny but I think the rest is hilarious. It reminded me that Dick Smith is one of few brands that are still owned and made in Australia and I will make sure to buy this brand over others. So I guess that means the ad worked!
loading...
That is hilarious! Good job Dick.
loading...
Amusing enough until the burning boat part which was just plain wrong.
loading...
Finding on Chinese suppliers is anticipated to live immobile since the great promising current economic climate continuously display indications of slowing.
loading...
?
loading...
Can anyone tell me whether the Ozemite tastes like Vegemite? Need some testimonials!
loading...
Yes, but texture is a bit different. I’ve been buying dick smith products for years. The ad pushed the boundaries, but was amusing.
loading...
It tastes like vegemite used to taste like, much easier to spread the current jar of tar.
loading...
Did he really think that would go to air? Clearly a free marketing ploy. Its not so much the racism and controversy on ‘boat people’ but the creative use of language is a bit liberal..
loading...
I’ve bought his products, I am motivated by social issues. I’ve read plenty about dick smith foods in this latest era since he’s bought his brand back under his control. Making any cheap joke at the expense of the Tampa incident turns me off for life. Dick off dick.
loading...
Tampa wasn’t about a burning boat….
loading...
Leave Dick alone, he’s done so many positive things for this country. Many major companies are foreign owned & this hurts our economy greatly, as we all know. Good on Dick, smart entrepreneur, that has helped many in this country at the same time. Sam Kekovich wants us to celebrate with lamb chops on Australia Day, and so what? Why can’t we wave our Aussie flags in this country? This should not offend, it’s not being rascist. We’re saying “hey, let’s celebrate being Australian.”
loading...
What is wrong with this Country. Home and Way PG rating 7.30pm. Dick Smith ad is like play school compared to that show. Read the sports peoples lips when they lose their temper. Only go to your local high school to hear certain choice words.
loading...
Zactly! – and don’t forget all the betting ads that punctuate every sports broadcast from dusk until dawn.
loading...
I agree with Dick Smith, I like the ad. I say keep it up Dick we need a good laugh. The spirit of the larrakin is not dead. What a dull lifeless country it would be without Dick Smith and his take on Aussie life today. Refreshing!
loading...
Far more offensive ads on TV than that. I quite liked that ad, and I like a bit of Dick too!
loading...
The ad is tacky.
But Dick Smith is one of the few people who gives a sh*t about Australia’s environment, jobs and society and actually does something meaningful about it. And Murdoch won’t publish him. Means he’s probably a good bloke.
loading...
shame his peanut butter doesn’t taste better
loading...
Prefer to eat his than support the Seven Day Adventist by buying Sanitarium products or Heinz or Coke Cola Amital(SPC) or no name brands that rip off the farmers.
And the ad is obviously meant to be tacky. dick Smith has done some amazing things re environmental issues, world population, the list goes on and on.
He has his heart in the right spot.
Just a shame he sold out to Woolworths with his business.
loading...
It’s funny because the ad isn’t that appealing to me.. But I know from now on I will buy more Dick Smith products, because of the emphasis of buying an Australian Made product.
I hope his sales improve dramatically from this whole thing.
loading...
I loved it. It made me laugh. I had no idea the profits went to charity. I’d like to know which charity(ies), but I’m too lazy to google.
I’d definitely buy his products, based purely on that premise. And the Szechuan Spotted Dick. Gold.
loading...
There’s a list of charities down the bottom:
http://www.dicksmithfoods.com.au/lets-give-it-all-away-all-profits-charity
loading...
I think it has done its job. Dick Smith is a master of publicity stunts. The sort of coverage this controversy is getting is likely to generate much more relevant interest than the $100k ad slot purchase would have.
loading...
Dick says the ad cost $100k to MAKE. Media would have cost many times that.
loading...
All reports I have read put the production fee at around $10k–there is no way that would have cost $100k to produce–and he booked $100k of ad space.
loading...
Hail To The Nihilist- you’re right. I misread the Mumbrella piece in that regard. I’ll say this though – in my day we ALWAYS ran a script by the authorities to get an idea of classification, so we wouldn’t find ourselves in hot water after the production dollars had been spent. I can’t imagine that Dick and Co are really that shocked by the ban.
loading...
The rude humour is somewhat amusing (I’m a girl of simple tastes), but I detest over the top patriotism at the best of times, even in parody, and this boils over into racism territory. I like the idea of buying locally produced food where possible but this completely turns me off Dick.
loading...
WINNER! Love this ad. Thats what us Aussies are all about, taking the mickey. I learned that his profits go to charity and he makes a ‘vegemite’. I will definately buy his products. I laughed, Im sure that was their intent. Cheers Dick!
loading...
A true blue Aussie legend – Good on you Dick! All profits to charity, a fully Australian company making our favourite products – whats not to like ?!
And clever way to get some free publicity !
loading...
*cultural cringe*
loading...
Argh…I’m torn. I love Dick Smith’s intention to get us eating locally-produce foods, and the whole ‘I Love Dick’ part was clever – the first time. He kind of overdid it. Proceeds to charity, also good.
But the refugees and the burning boat…not so cool.
That said, his peanut butter does taste great and I think the Ozemite is pretty good, too.
loading...
Ok, refugee scene inappropriate & poor taste but the rest of the ad is hilarious. I already buy Dick jam & sauce. Good on him for having a go & promoting Australian owned.
loading...
Agree completely.
loading...
Heehee, ‘dick jam and sauce’.
loading...
Dick jam and sauce! Juvenile of me but can’t help but laugh.
loading...
Wow, that burning of the refugee boat really takes the cake.
loading...