Entrepreneur Dick Smith is fuming an ad for his all-Aussie food company that plays on his famous moniker has been rejected by the TV ratings agency for prime-time broadcast. And he's told Crikey he'll go to the High Court to fight the attempt at "censorship".

The ad posted to video hosting sites -- produced by TV comedian Dan Ilic for $10,000 -- features a cast of characters from farmers to boat people exclaiming their love of "Dick". One nanna states: "There's only one Dick I'll be eating on Australia Day."