Russel Howcroft to host ABC documentary on ad agency Mojo

The ABC and production company CJZ will produce a one hour documentary about advertising veterans Alan ‘Mo’ Morris and Allan ‘Jo’ ‘Johnston’, the creatives behind ad agency Mojo.

Hosted by Gruen star and PwC chief creative officer, Russel Howcroft, the documentary will delve into the lives of the two creatives and will feature interviews with Paul Hogan, John Cornell, Ita Buttrose, John Singleton, Ian Chappell and insiders from Mojo.

Mojo was behind Paul Hogan’s Tourism Australia campaign

Mojo was once one of the world’s best known independent agencies formed in 1979 by Morris, who died in 2007, and Johnston. It was known for its ‘ocker’ ad campaigns, and was the agency behind the famous Paul Hogan 1984 ad for Tourism Australia. Mojo also helped turn perceptions of cricket around with ‘C’mon Aussie C’mon’.

In 2016, after almost 40 years, the Mojo brand was retired by holding group Publicis.

Howcroft, who has spent more than 25 years in media and marketing, described Morris and Johnston as the “most important creative figures in Australian history since Henry Lawson and Banjo Patterson”.

From L-R: Alan Morris and Alan Johnston, the creatives behind Mojo

“This is the story of how two unpretentious geniuses re-wrote the rule book in advertising. From “How Do ya Feel?” to Paul Hogan putting “another shrimp on the barbie”. They had a hit parade of jingles and ads that did much more than sell products, they changed the way we thought about ourselves, and helped take a new Australian identity to the world,” said Howcroft.

“This is the beginning of my love letter to Australian advertising.”


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