Jaguar Cars

Way, way back I received a lesson I’ve never forgotten.

I applied for a job at a Sydney agency with the Leyland account (yes, I go back that far). The creative director, the famed Mo of Mojo (before he’d joined up with Jo), asked me if I knew anything about cars. For some reason I decided to tell the truth: “Nothing at all, apart from where the bonnet and boot are located.” I expected to be shown the door.

Instead, he said: “Good, because that means you’ll have to learn how an engine works and then use simple, non-technical language to make it intelligible to the man in the street.”

I got the job, wrote a long copy advertisement for Jaguar and won a Caxton for the best car advertisement, which I just happened to share with some bloke called Peter Carey (yes, him again).