Boy Racer Lewis Hamilton's misery in Melbourne was complete after he was branded a "d***head" by an Aussie road safety minister.Needless to say, the Don't Be a Dickhead campaign is causing quite a stir.
Former world champion Hamilton was humiliated after he was arrested by traffic cops and had his Mercedes impounded as he drove from the circuit to his team hotel.
Then he launched a furious radio rant at his McLaren bosses after trailing in sixth behind teammate and race winner Jenson Button following a controversial pit stop.
And Hamilton's retreat from Oz added insult to his indignation on the day Victoria transport minister Tim Dallas launched a road safety campaign entitled 'Don't Be A D***head'.
Asked if Hamilton's run-in with the police matched the campaign's criteria, Dallas crowed: "OK, I'll say it - he's a d***head."
It’s the same concept as the “drink drive bloody idiot” campaign which put the B word up there in lights. Gosh how daring THAT was too but we all know what happens with this sort of propaganda, it’s that irritating Law of Diminishing Returns. After a while “bloody idiot” doesn’t seem quite so hip and happening any more, drivers just got back to running in to trees and wiping out pedestrians and we’re just left with one more swear word that has been approved and stamped by officialdom for public use.
“Dickhead” will go the same way. Thanks to the bow-tied marketing nerds, “dickhead” will have official sanction (although the Premier has been refusing to say it publicly, how hypocritical is that?). So what’s next? I guess we go the F word – then the C-word. After that, there’s not much left. Apparently “shithouse” is already in the “dickhead” series of ads too and we’ve already done “bugger” in a car ad years ago.