Was the Dick Smith Australia Day ad designed to be banned? [VIDEO] - Anthill Online

Was the Dick Smith Australia Day ad designed to be banned? [VIDEO]

January 24, 2013
Seven steps to get more from cloud tools
kavanagh - 3D cover(1)
The cloud isn’t some fluffy, tangible place that exists somewhere on the Web. It's part of everyday life. Secure your place. Click here.

Listen to the post

Entrepreneur Dick Smith’s ad to promote his Australian made products has been banned from broadcast, just shy of its intended Australia Day launch.

A few questions spring to mind.

The first of which is: is it a good ad?

Well, it’s effective in that you’ll remember it. But, I’m not 100% sure it will make you buy his products, despite the fact that we should so that Australian farmers and our hard earned cash stays in Australia.

Complete with a burning refugee boat, constant referrals to ‘loving Dick’ and, too many Australian jingoist references to mention, it’s certainly an interesting piece of advertising.

But, is he doing a “Kogan”? You may remember that back in 2010, Ruslan Kogan created an ad that mocked the Harvey Norman ads that do not much else but shout at you.

At the time it was claimed that a commercial television network refused to run the ad because Harvey Norman threatened to pull its significant advertising budgets if it did. The television network denied everything. The truth behind the whole saga remains murky to this day.

So, while Kogan’s ad didn’t run, it did become PR gold. Some industry pundits said that the Kogan ad was never designed to run but was planned to become a major PR story. And, that the media coverage it generated was worth vastly more than any media spend that Kogan would have been able to afford in 2010.

Thus, the question remains. Did Dick Smith really make his Australia Day ad for television or, is it a cunningly planned PR stunt in disguise?

Dick Smith – As Aussie as you can get

Kogan ad 2010

How to build your own media empire… on a budget [CHEAT SHEET]

Who says you need deep pockets to build a media empire? FoundrMag editor Nathan Chan shows you how to do it on a budget. Read more

Allan Rodd
Allan Rodd

Didn't find the Dick Smith offensive or funny. As a food manufacturer using Australian farm fresh vegetables, I asked for support from Dick Smith but he was too busy making silly commercials. I guess the fee he earns from putting his name on other large manufacturers products is more important than supporting a small company making healthy food for busy people, Uncle Harry's Natraburgers..


  1. [...] we discussed before, getting your ad banned is a sure fire ticket to some great media coverage and [...]