Dr Karl Kruszelnicki is one of Australia's best known and most highly respected science broadcasters. So when he appeared on TV screens and billboards promoting a government report on future societal and economic challenges, people took notice.
Now, though, the choice of Kruszelnicki - widely known as Dr Karl - to front the ad campaign is backfiring on the Government. The popular scientist this week distanced himself from the 2015 Intergenerational Report, calling it a "flawed" and politically slanted document which played down the risks of climate change.
Kruszelnicki agreed to be its public face, he said, because he was passionate about the need to plan for the future, particularly in light of an ageing population and the end of Australia's mining boom.
But he was only able to read sections of the report before making the ads, as the rest was embargoed.
Reading the full version, he was horrified to find only three pages on climate change, compared with a whole chapter in the previous report in 2010. "How can you possibly have a report that looks at the next 40 years and doesn't mention climate change?" he told ABC News 24.