A love letter to Australian advertising: Why Russel Howcroft turned his love of Mojo into a TV show
Russel Howcroft’s ‘love letter to Australian advertising’, a documentary about advertising agency Mojo, goes to air on the ABC tonight. Before it screens, Howcroft explains to Mumbrella’s Vivienne Kelly what was so special about this agency, this era and this legacy – and who in adland he’d pen a love letter to today.
Since the British invasion of Australia in 1788, who has been the most influential voice in our story? Even though Russel Howcroft acknowledges most people would point to the likes of writers and poets Henry Lawson or Banjo Paterson, he says it’s actually Alan ‘Mo’ Morris and Allan ‘Jo’ Johnston who formed ad agency Mojo in the 1970s who have most effectively shaped and told our story.
A bold – and, yes, tongue-in-cheek – claim, but, Howcroft says his hypothesis is worth exploring.
So, that’s what he does in How Australia Found Its Mojo, a documentary tracking the rise of the men behind the agency, the agency itself, and the work – not to mention its cultural and commercial impact.
He’s not the only passionate voice advocating for the adland duo to receive more recognition.
Thinkerbell’s work on Vegemite isn’t worth mentioning in the same sentence as Mojo. Most Aussies thought it was embarrassing.
Absolutely loved this!
How fortunate we were to have lived through this time and enjoyed those precious moments! Even if we didn’t know who created them – probably thought the singer was John Williamson!
Today was Lance’s 71st birthday and this program was a treat.
Brought back a lot of wonderful memories for us and now we appreciate the ads that truely do need to be recognised for their importance in shaping our place in the world. A MoJo statue would be very suitable!
Sincere thanks.
How many Aussies have you spoken to lately?
I loved it.
Russel was the ideal person for this. His genuine love for the business (and Mojo) lifted it from potentially being a ho hum industry doco to an excellent slice of TV. Great job all round.
Not sure who you’ve been talking to @Notapatch, but everybody I know LOVES the Vegemite stuff – even my mates in the UK. I think your comment may be more a comment on the audience you think you are speaking for than the work. I found myself smiling when I first heard the Vegemite ad and still do. Oh, and I worked at Mojo for over a decade- back in the “good old days” – I could easily see Vegemite taking a place somewhere in their lineup.
Yes I agree – it is liked and likeable. Most Aussies (*who work in advertising or media*) thought it was embarrassing. It did what good FMCG advertising is supposed to do: get the attention of ordinary people (not win industry awards).
Oh I loved every minute and Russel Howcroft, Singo, Ita and the rest genuinely loved being there for the memories. The show brought back the all-for-one-for-oz feeling that seems obvious to me now only at sports and then only in patches. Wish I had a Coolabah cask beside me while I watched!
Vivienne…their names are Alan Morris and Allan Johnston (according to Wikipedia). Not Johnson. And not Allan Morris!
Thanking you.
I was indeed missing a ‘t’. Apologies.
Vivienne – Mumbrella
Fuck off.
It’s as much a story about Paul Hogan, Kerry Packer and Aussie cricket as it is about advertising – and the power of language to generate value.
What’s the dollar figure of “Shrimp on the barbie” in earned media, adjusted for inflation? Couple of trillion maybe?
@AF’s understated remark
Hi it is so interesting how people feel nostalgic about this time and these ads. It’s all a matter of perspective and definitely these ads pleased some people and it must have made them feel good. But for many of us those ads bring up a sense of revulsion and exclusion- not white, sporty, blokey, straight enough- almost a carry on of the white Australia policy- it was kind of depressing! Meadow Lea- ads were really patronising to women- you ought to be congratulated because you can spread margarine on a potato? My memories of growing up in the 80s are horrible school bully boys chanting ‘come Aussie’ and the definition of beauty was confined to blonde skinny women like Delvine Delaney, and underneath all that fake Aussie mateyness there is a sinister aggression that’s pretty ugly- sexism, homophobia , misogyny, racism, ‘can’t take a joke’ bullying. I don’t buy any of it! I am glad we’ve moved on.
not sure how this stuff gets through the filtering – maybe because of the dude’s name and Mumbrella wants him on a podium… average Joe Bloggs would get screened out from Mumbrella comments if we all told each other to F off over every comment we disagreed with here… but maybe this dude has a name in lights…. and Mumbrella has a commercial interest in having him on their stages…. just like Howcroft declared a commercial interests
How about declaring a commercial interest in letting the comment stay Mumbrella?
This was best show I’ve seen in years.
Love it !
Thank you Russell
Isn’t Thinkerbell part owned by Pwc sounds like a conflict of interest?
Yes. As is clearly stated in the article by both Howcroft (“I declare the interest”), and myself (“Howcroft’s employer PwC has a stake in the Thinkerbell agency”).
Thanks,
Vivienne – Mumbrella