Dennis Minogue, “How those Liberal ads came to life,”
The Age, May 16, 1974, p. 8.
DENNIS MINOGUE talks in Sydney with John Singleton
This is the story of arguably the most effective political advertising campaign in Australia’s history. If the Liberal-Country Party team wins Saturday’s poll, Sydney advertising executive John Singleton’s television commercials will be lauded as the acceptable means towards the victorious end. If the coalition loses perhaps they will be blamed.
This exclusive interview was conducted in the backyard, swimming pool and all, of Mr Singleton’s Paddington home, an historic solid stone house quaint like doll’s cottage.
There are signs near the front door and in the car space warning that a security service protects the premises, a needed precaution because these are the first hours Mr Singleton has shed a 24-hour-a-day police guard since his advertisements started. His Rolls Royce was bombed and there have been threats to his life.
The concept of the John Singleton-Bob Askin-Sam Holt advertisements was conceived the Tuesday before Easter, April 9, at Sydney’s Hungry Horse Restaurant.
Singleton, self-made advertising millionaire so they say, had booked a private room with television set to watch the repeat of his friend Maggi Eckardt’s show, The Power and The Glory, in which she interviewed the famous Don Chipp, Al Grassby, Charles Lloyd-Jones, Russell Prowse, Phil Lynch, on fashion. Mr Clyde Packer had been out of the country at the “premiere” and this was something of a replayed celebration.
Present, among others, were Ian Kennon, a senior television executive and his wife, Miss Eckardt and Mr Packer, Liberal member of the NSW Upper House, son of the late Sir Frank Packer.
Mr Singleton started discussing the just-announced double dissolution, expressing violent opposition to socialism, to Labor’s “octopus intrusion on industry”.
Mr Singleton views socialism as a childhood theory: “At school we all talked socialism, but can you imagine everything run with the same unerring efficiency as the Post Office?”
Mr Singleton says Clyde Packer put it more succinctly, but his message was … “Why don’t you do something about it”.
“I said okay. You fix up an appointment with Mr Snedden or Sir Robert Askin and I’ll guarantee to raise $500,000 to explain to people what socialism is really all about.
“I believe that if everybody in this country read the Labor Party platform there would be no contest Saturday. It would be a one-horse race.
“Well, Clyde telephoned me the next day, the Wednesday, and said he had lined up half an hour with Askin at 10 o’clock. I arrived at 10 o’clock and two and a half hours later Askin told me: ‘I back people on judgment, and I back you all the way’.”
On Good Friday Jim Carlton, secretary of the NSW Liberal Party, went to Singleton’s house and suggested the campaign should be run through the Federal campaign group. Mr Singleton agreed. The idea did not work, perhaps because of personal conflict, and the concept ad to be changed.
“I told Askin I could not raise the money unless it was all my affair so people would donate because they knew my word was good and my work was good.
“I told him I would do it privately or with his authorisation.
“This was the Tuesday after Easter. Askin spoke with Snedden and Snedden authorised Askin verbally to authorise the campaign and co-ordinate it nationally.
“I had the green light so I started seeking support. Mike Strauss and Brian Monahan in Melbourne offered to help and at first they promised to raise $150,000, then this was cut to $100,000 and it was agreed I would get the rest.
“Unfortunately, the secretary of the Victorian Liberal Party would not co-operate, so we could not get Mr Hamer to authorise the advertisements. We got Sam Holt instead.”
The next day Mr Singleton met entrepreneur Harry M. Miller about the Country Party campaign. Mr Singleton’s agency does most Miller promotions. (Not that Harry Miller was closely involved in the Liberal campaign. He agreed to do a Liberal Party advertisement, but then changed his mind after Mr Singleton’s crew had spent half a day in his office.) Mr Miller arranged a meeting with Country Party leader Doug Anthony and Mr Singleton was given the Country Party’s television account in nine key seats, which is really a side issue.
(“I’m only interested in television,” Mr Singleton says. “TV and door-to-door. All other forms of advertising are impotent as a promotional means.”)
On the Tuesday after Easter, Sir Robert Askin had given the go-ahead. On the Wednesday, Mr Singleton got the Country Party account. On Thursday night there was the first showing of the Singleton-Askin advertisements before 20 businessmen in Sir Robert’s office.
Seven commercials had been made in two days and air-time bookings had been made through to last night, although no money had been raised at this point to pay for the air bookings.
“I had guaranteed the money, however,” says Singleton. “You have to punt on your confidence sometimes.”
Mr Singleton will not reveal which businessmen were present at this Thursday night meeting, but political representation included Sir Robert Askin, Senator Bob Cotton, NSW Education Minister Eric Willis and Jim Carlton. There were no speeches, although Mr Singleton did explain his reasons for making the advertisements, a loathing of socialism.
A second meeting was held the following week with Sir Robert Askin, Andrew Peacock and Billy McMahon present. Forty business leaders showed up. Most had been invited by Mr Singleton, a few by Sir Robert and some had come after hearing of the first meeting.
These 50 or 60 businessmen from the two meetings staked the campaign.
Mr Singleton will not reveal exact expenditure, but says it was as much as he expected — $500,000, which could mean an average donation around $10,000. A story is that one cheque for $1000 was virtually torn up in the donor’s face as meaning a vote for Labor. The donor wrote a second cheque, this time for $10,000.
“A lot of people gave very small amounts and we were thrilled to take them because the donations meant so much to these people. But I did return a few cheques as being insults. When a multi-millionaire offers you $200 that is an insult.”
Mr Singleton reports that no qualms were expressed by anyone attending either of the meetings. The content and tone of the advertisements, consequently the subject of such controversy, were totally approved.
To backtrack a little on our chronology, the concept of the advertisements had been agreed very early between Mr Singleton and Sir Robert Askin.
“We wanted to get real people saying just what they felt. There were no scripts and we let people have their say. We taped their commercials and they then signed affidavits declaring their words were their own and that they had been offered no financial or other inducements. Nobody in those ads was paid a penny.
“People gave of their time. Stan Kelly, a teacher holidaying in Port Macquarie (220 miles north of Sydney) declined to accept even expenses for his trip. Johnny Raper, the rugby league champion, who lives in Newcastle and runs a trading business, refused payment for his trouble and time.”
People appearing in the first seven commercials were found by curious means. The Estonian woman, centre of much of the controversy, is the mother of a girl who works in Mr Singleton’s office.
The taxi driver’s discovery is classic. Mr Singleton makes a habit of gauging electoral attitudes from taxi drivers and asked this one, during a trip to Sir Robert Askin’s office, what he thought. Mr Singleton falsely declared himself a Labor supporter and was fiercely berated throughout the journey with the evils of socialism. Subsequently the taxi driver appeared in an advertisement and later defended it on The Willesee Show.
The final commercial in the series, the one featuring Mr Snedden talking of his team of potential leaders, was made after Sir Robert Askin contacted Mr Snedden last week. A third party had approached Sir Robert suggesting a Snedden commercial.
“I had a meeting with Mr Snedden in Sydney’s Boulevard Hotel after filming of the David Frost interview last Saturday. There were only five at this meeting: me, Mr Snedden and Mrs Snedden, Maggie Eckardt and Gordon Alexander, who produced the ads. Dr Jack Best and Tony Eggleton were in another room because I won’t have a meeting with a client when more than one other adviser is present.
“He said to me, ‘I believe I have the best team — only a weak man surrounds himself with minions.’ I admired him for saying that. It is my philosophy, I never hire anyone for my agency unless I believe that they are as good as I am, and if you ask them they will tell you they are better than me.
“I think it is the most important advertisement of the campaign. Nobody in their right mind, when they look at the teams, could vote for other than the Snedden team.”
The team advertisement could win the election, at least that is the thought of most people I talk to, which is the end of this story.
Perhaps, however, it is worth noting a few things about Mr Singleton. He is not a member of any political party. His personal politics tend to be dogmatic rather than detailed. He did make the commercials for nothing, no rewards, and there was no extra payment for anyone on the technical side.
His only regrets about the campaign are that he was not paid (“I would not do it for nothing again”) and that he is now in the lose-lose situation. If the coalition wins, people will say it won despite the advertisements. If it loses, it will be because of the commercials.
But his principles are in it. “I do care about people who can’t help themselves, the old, the sick, the infirmed, and I believe we must help them. But I don’t want to help bums with handouts. And I really hate socialism.
“If anybody can satisfactorily define the difference between socialism and communism I will retract everything I’ve done.”
John Singleton is writing a book on the campaign, titled These Elections Were Genuine.