SW12.

When I first arrived in Balham, there was a Presto supermarket on the main drag, a perky but not altogether uplifting British forerunner to later discounters Lidl and Aldi. The site is now a Waitrose. A scattering of other shops radiated Festival-of-Britain-era, dusty nostalgia and a whiff of abandonment. Spokey South London seared its way through on the High Road, a constant, chuntering conduit to Tooting and all stops down the Northern Line.

The measured, resilient Polish man who mended our vacuum cleaner appeared to have barricaded himself into his store with a weary brigade of faulty electrical appliances.  He would peer at us over the mounting casualties of toasters, televisions and hostess trolleys.   On the streets around us, wheel-less cars on bricks were a common sight. Plenty of homes displayed a lack of attention, betraying one continuous family’s occupation for several generations.  But the whole area was changing. Windrush couples were beginning to retire, and some chose to realise their backbreaking investment in UK bricks and public sector jobs to return to warmer waters. A very different money was flooding in. As more and more homes subdivided around Clapham South, young urban professionals laid claim to the emerging flat lands. (The richer ones leapfrogged into whole houses.) Curbside cars were becoming smarter, testament to company car policies of the 1980s. A VW Golf or a Peugeot 205 appeared to be the badge of office for Young Urban Professionals, those city people, advertising folk and several other, over-educated, overpaid tribes you’d see out hunting at weekends, guided by an estate agent, waving their particulars at each other as they argued kitchen fittings. The weekend we finally left for good, Time Out voted a new bar, housed in a dank lean-to sulking in the corner of the local Sainsbury’s car park, as the coolest in London. Times, they were rapidly a-changing.

There were – and still are – plenty of World War Two souvenirs etched into the landscape. Bomb damage meant that every now and then, an entirely incongruous building had sprung up, just as with the rest of London and especially the East End, on the site of direct hit. The effect was as jarring as a mouth of ill-fitting, mismatched teeth. On Bedford Hill, the streetwalking girls paraded up and down brandishing umbrellas, whatever the weather. These were talismanic totems of the oldest profession, hangovers from the war years when the trade sprang up to ‘service’ the Canadian soldiers bivouacked on Tooting Common. As a woman, if you weren’t brandishing an umbrella, it meant you were a civilian. In the years we were there, the sex trade was shunted further south to Geraldine Road, thanks to police raids. There were more trees and better escape routes closer to Tooting Bec lido. (All this was cheerfully relayed to me by a duty sergeant in Balham police station. I was reporting that our car radio had been nicked. Again.)

Delightful curiosities were within a stone’s throw. Burt Lancaster’s favourite restaurant in London, the Sree Krishna on Tooting Broadway, was a South Indian vegetarian treasure trove. Who knew? From Here To Eternity to Sarf Lunnon? But I trusted the waiter there who told me. Sadly, I never saw the actor on one of my handful of visits. I can still taste their tomato curry, the best I’ve ever eaten. A wistful check on Google reveals that the place closed down in 2020, another glory laid to rest. A delicatessen on Nightingale Lane was run by an ex-stockbroker, with patrician benevolence and a fantastic range of pasta. Nearby, Raj was the delicate and charming proprietor of a furniture and nick-nack shop, from whom we bought a brocade chaise longue for a steal. The original Bombay Bicycle Club, a welcoming establishment run by an Indian/Polish couple who later franchised the business that inspired the band name, was a very short walk away. Much less fun were the old Bedlam buildings, now torn down, where scenes from Ken Loach’s searing, near-documentary play Cathy Come Home had been filmed on Tooting Bec Road. An intense, one-hour programme, for years it was cited as the production that changed British television forever.

One evening, a panicky ringing of our doorbell turned out to be Kika Markham, the actress, whose car had broken down outside our house. She used our phone to dial in Corin Redgrave, her husband, to the rescue. Understandably stressed, she was nevertheless extremely gracious. We were awed to be confronted a doyenne of British theatre on our doorstep. It didn’t seem very, well, Balham to us. However, there was an enclave, the Heaver Estate, of beautifully appointed houses and evident wealth just down the road, not that she’d hailed from that address. Whilst work would always take us away from Mondays to Fridays, come Sunday we could set our watches by the arrival of the 9pm New York Concorde flight, announced by a louder roar than any of the other planes stacked up over London’s south eastern approaches, as it turned for Heathrow.

I wasn’t completely unaware that SW12 was on the ‘up’. The sights and sounds of incoming spending power were sewing their way into the visual landscape. Whilst the tsunami of wooden window shutters and eau-de-nil paint was still a distant, decor-day landing that would swamp the beaches of middle class sensitivity in the Noughties, the evidence was there if you looked. Most signs were more reductive than incremental. For coded, discrete wealth, it was a time of stripping back, of returning one’s surroundings to their original. Sash window companies boomed. The home owners restoring pointing were actually anointing. Freshly exposed Victoriana meant victory. The bells, whistles and ugly achitectural gee-gaws of the 20th Century were leaving the area in a caravan of skips. The words ‘Kevin McCloud’ were just beginning to be heard around dining tables of ever-so-slightly mismatched chairs on Saturday nights. Looking back now, McCloud resembles an old testament prophet, a forerunner to today’s tart-up-your-home gospels, the telly shows that fill the schedules. At the time, we rag rolled happily along with the rest of our pack. Our spare bedroom appeared to have suffered a tragic accident in a sun-tanning shop. The latter, too, was a growing phenomenon, oblivious to skin cancer scares, sprouting along the capital’s southern, arterial roads. Patrons would emerge blinking from tanning ‘parlours’, slightly panda-eyed, crossly red and about fifteen quid lighter after 30 minutes.

 Besides the shinier, gleamier additions to Balham’s car park, their Germanic credentials winking in their front grills, there were the children. Emblematic ambassadors of Clapham, Balham and Wandsworth’s resurgence, the offspring of the most aspirant were paraded in early doors Boden or jaunty Crew Clothing. Their out-of-school uniforms were continually, competitively smartened up by parents tingling with a Salcomby-Southwold-meets-Dordogne-not-forgetting-Rock vibe. They were of a very particular strata, different from the kids who emerged from hunkering, middle market SUVs outside our house every morning, disgorged platoons of miniature, fearless GIs running from helicopter motherships towards Chestnut Grove school with scant regard for the Highway Code or, apparently, their own lives. Pens, satchels and caution were thrown to the winds time and again as I walked through the chaos to the tube.

A little further afield, Northcote Road, near Clapham Junction, had been christened ‘Nappy Valley’ some years before and was now enjoying its confirmation. Couples blocked its weekend pavements with ever more monstrous pushchairs in strained displays of early family unity. A wonderful road of delightfully independent businesses, the street fulfilled the idea of shopping as leisure perfectly. The bakers? Ra-Ra-El, a Caribbean treat. Butchers? Dove. Still there, a meaty holy of holies. Booze? The aptly named Philglass & Swiggott proffered bottles from independent growers and off-the-beaten-track domaines. A charming, enterprising man opened Palmer, a smallish clothing store appealing to men, women and children that became, for a moment, a mini empire, stretching as far as lucre-encrusted Chiswick. Osteria Antica Bologna served as THE place for authentically posh Italian, rather less wallet-walloping than Bruce Poole’s Chez Bruce on Bellevue Road, which was where you went if your parents were paying. On that row of expensive shops, gift emporium The Lucky Parrot’s owner and slightly intimidating proprietress, Ginny Moore, was a fascinating offcut of true Hampstead bizarre. Back on eateries, and being truthful, pizza was still terribly exciting in the 1980s. I never felt short changed by a capricciosa as centrepiece to a night out. Pizza Express near Wandsworth Common still managed, just, through curious batsqueaks, to transmit that it was something more than a functional feeding station.

As a friend, beaten back by publishers, agents and advisors, sternly reminded me, memoir doesn’t sell. I know that. It’s completely understandable. But, as must be rather evident by now, fuzzy, inaccurate editions of it don’t shift from the synapses’ shelves either. The remainders remain. Perhaps they always will.

Last call.

The bits and pieces gathered randomly on this digital hard shoulder make for a self-indulgent scrap book. It’s a way of tidying scattered thoughts, half-finished ideas and fleeting remembrances before the waste paper bin, interruptions and memory lapse steal them away.

The following three people were stolen away, two especially early. In each case, ominous news was shared which meant there was time to say something. Proper goodbyes should be about the goodby-ee, not the goodby-er. My attempts fail on that score. There are family and personal in-jokes. These remarkable, and very different, individuals had a profoundly positive influence on my life and my family’s. I still owe them immense thanks.

Philip Awdry, 1933 – 2010, eye surgeon, oarsman,
raconteur and much loved uncle.

                                     11 West Lodge Avenue,

                                          LONDON W3 9SE

5th March 2010

Dear Uncle Phil,

Word reaches us that the situation in Headington is not entirely as it might be.  Irksome, horrible events that sound ridiculously unwelcome.

Obviously we’ve written to our MP about this.  It’s about time he stopped worrying whether trams should be allowed through Acton and started concerning himself with proper issues.  Similarly, we have lodged an appeal with the Lords.  After a bit of flummery, it has leapfrogged the queue, leaving Douglas Hogg’s moat and Sir Peter Vigger’s duck pond trailing in its wake.  I believe it’s even knocked Brussels’ 22,000-word treatise on the banana – a reality I discovered three weeks ago – into touch.  A weighty subject indeed.  

Pa relayed the news as he caught me returning from four days in Istanbul.  I was locked up in a company meeting.  At least the view from the taxi to and from the airport suggested it was Istanbul. It could very well very have been a car park in Grimsby for all we saw of it, stuck in a very large room for 12 hours a day, 350 of us mouldering in serried ranks.  The great and the good of Ogilvy from across the world pronounced and postured, sometimes well, oftentimes with the charisma of a whelk.  Not all bad though.  At one stage, I was co-opted to be part of a group and attend a ‘Story-telling seminar’.  The charismatic chap who led it steered us to a mythologised piece of Hemingway law – that it’s perfectly possible to tell a story in six words.  (When challenged by some questing tourist in an Everglades bar, the writer paused for thought and wrote on a napkin: “For sale.  Baby shoes. Never worn.”) We were invited to try our hand at the exercise, writing a story ourselves in just six words. I particularly admired the Australian in front of me for his suggestion on the brief. “Convent life. Worth the sex change.”

I’d love to track down that French exchange boy Nicholas, who you hosted as a family the year we all piled down to Rock in Cornwall.  He made crepes to a precise recipe and hoarded digestive biscuits.  I suspect his six-word story might well read, “Philip. Don’t be so rude. Again.”

Yesterday evening, the jazz quartet that I have been drumming with for thirty years played in a basement club in Chelsea called the 606.  It’s a pretty ramshackle joint in a smart address. 120 people packed in to watch me clattering away, much like someone washing up, while the pianist, saxophonist and bassist did their best to hide my lapses. All in all, I think we got away with it. It was fun and nothing if not self-indulgent.  We’re getting ever so slightly better, but it doesn’t do to rush these things. In another sixty or seventy years, we’ll be ready to attempt some Miles Davis. 

Setting up earlier at the tale end of the afternoon, I was ambushed by a phone call from our American PR people at the office.  “We’d like,” they said carefully, “for you to meet the prime minister of Kazakhstan.  Tomorrow.  At 8am.  He’s in London and he wants an advertising campaign to promote his country to foreign investors.” 

I know absolutely nothing about Kazakhstan.

It was one of those anxious moments that can really upset a man’s paradiddles.  When I relayed this to the other three in the band, Phil, the pianist, looked across the empty tables of the club and said, mockingly, out loud’” Is there anybody in from Kazakhstan?”   At which point the solitary waitress, laying up tables, turned round and said, “I am.”  Extraordinary.  She’s here doing an economics doctorate at UCL and making pin money in the evenings.  I was able with her to sit and learn all about her country in between tapping out various jazz standards. In the end, the Kazakh administration postponed the meeting as their PM became bogged down in steering committee nonsense through the night. A shame, as I was all set to regale him with my knowledge of apple yields and tractor production.  I think we might be on for next week. Advertising is a funny old game.

All this is merely a prelude to say I saw something yesterday and was reminded of you.  In the gentlemen’s loo of the 606, there is a functional and rather Teutonic-looking vending machine of the kind one finds in those sorts of places.  I vaguely recall that you and Aunt Sue were once in not un-close proximity to a similar device in Germany, when a machine malfunction served to deliver torrents of prophylactics onto your shoes.  It was a story that stuck with me for some reason.  When all those copycat books followed Peter Mayle’s ‘A Year In Provence’, they sported titles such as ‘Driving Over Bitter Lemons’, ‘Baskets of Olives’ or ‘Orange Blossom In Andalusia”.  I think one splendid addition to the cannon would be “A Surfeit Of Dickies”, a dryly-amusing account of Philip and Sue’s tussles with sauerkraut, bratwurst and 1950’s German reconstruction.

I should imagine, currently, there are plenty of moments when the serious floods in, so I hope the frivolous makes it too.  Not that epic subjects are entirely absent in W3.  A couple of weeks ago, Alice was walking with Clare to school as they passed a local Church.  At which point Alice, with all the gravity a nine-year-old can muster, peered over her glasses and said, “Mum, what’s constipated ground?” 

She has an interesting take on the world, shot through with weapons-grade confidence.  I’m not quite the archivist my father is, busy as he is building up a legacy several feet high of A4 paper.  However, I did write down one exchange between her and I a little while ago. 

Me:  ‘Did you sleep well, Alice?’

Alice: ‘Yes, thank you.’

Me: ‘Did you have nice dreams?’

Alice: ‘I had one scary one. There were these nuns in short skirts. They were chasing us and when one of them bit me, I had to fake my own death.  Apart from that, it was fine.’

In film terms, I think we’re talking a picture with something for everyone.

We’re all set about with Italians, including Joss’ godfather Ciccio, who have come for a weekend and to see a Wasps rugby game against Gloucester.  There are three of them, jolly and entertaining – if bibulous – chums from our stomping ground in Belluno. After careful deliberation, they have decided slavish support for their national side has to be subdivided in order to see any return on investment.  They now follow the black and yellow striped team with assiduous, distant passion. The match we’re off to see is to be played on the team’s ground just below Wycombe General Hospital. Despite this, the Club describes itself as ‘London Wasps’. The same, geographically louche thinking that makes Birmingham ‘London’s Third Airport’ or any of our better cricket players genuinely native.

There is an awful lot of thought of the most positive and concerned kind heading your way from this address.  Clare, Joss, Alice and I have been packing up good will bombs with love and cotton wadding and launching them down the M40 in a concerted, clustered attack. Slightly homemade, but we are working hard on their effectiveness.  All part of the war effort.

If any of the preceding is misplaced (a nasty tendency towards the facetious on my part but I am having counselling for it), please forgive me. 

In the middle of all this, by the way, I have absolutely no doubt Aunt Sue’s hair is looking utterly, totally fabulous.

With very much love,

Will

Jeff Quilter, 1953 – 21st July, 2015, head of traffic McCormick’s,
later operations director at Simons Palmer Denton
Clenmow Johnson and then Ogilvy & Mather.

                                     11 West Lodge Avenue,

                                          LONDON W3 9SE

10 June, 2015

Dear Jeff,

I should imagine a number of messages are flying in your direction just now – and rightly so.  Andrew Mitchell has been bashing the jungle drums with his typical, regimental sergeant-major vigour.  Your news went from him to Andrew Hawkins and then here.

Bastard set of events and all that.  I doubt you want any hand wringers crowding round but then you never did.  Just to let you know that top quality wishes are heading your way.  I should imagine that if anybody’s taking to the shit fight with brutal honesty, it’s the Jeff Quilter I remember.

It’s a little while ago, but I owe you a very great deal.  Sitting down opposite you in July 1983 and for a couple of years after that, I learned an awful lot about this funny trade.  You took a wet-behind-the-ears posh boy and, not without extraordinary kindness, whipped some sense into me.  I learned how to get things done.  Whether it was dealing with Chubby, Barry, Janet and the rest of the McCormick’s traffic department, or hoping to slot some work into Gerry’s creative department, you showed me the real ropes of how to get it done:  you’re the bloke who actually made it happen. 

I particularly remember you telling the story of staying at some very smart house for the weekend and desperately trying to find secret, hidden away places in which to fart, the result of ridiculously rich food.  As you told it, you’d give your glasses that trademark little hitch up your nose and scratch that beard.   And you made it very, very funny.  One of those Duke-of-York, can-of-Swan (or ‘black duck’) deliveries.

That you happened to do it immaculately turned out, with perfect hair, a permanent grin, a string of elegant expletives and a hint of a growl made it more than memorable.  You are an indelible memory of why it’s the people who make advertising interesting.  With Alison, who I remember vividly as the loveliest of people, you made up a real glamour couple and still do. 

I think we bumped into each other after the Nutford Place years.  I’m not entirely sure when and where, but my path since was set during my exit from McCormick’s.  Again, you were instrumental in making that a positive – chucking the odd brief at the squit in the creative department who was trying to prove he wasn’t just a suit with aspirations.  You bolstered me in a couple of plain speaking speeches, both barrels, just-get-out-there-and-fucking-do-it type stuff.  It worked.  It was only on careful reflection that, behind the Quilter barrage, there was a huge amount of consideration, affection and respect for the people you were helping.   Class act.

I’ve knocked about a bit since then – BBH for a long while, one or two other agencies, a reasonable stint at O&M and now a sideways move to a little branding and design outfit called Big Fish. It’s fun and good to be off the aircraft carrier of big agency malarkey (I was even made Managing Director at Ogilvy for a couple of years. A bizarre gardening accident of a decision.)  I see Gerry Moira and am in a pools syndicate with Julian Sandy, Andrew Hawkins, Mark Harvey, Chris Ward, Pete Watkins, Mike Brugman.  We keep loosely in touch, despite not having won a bean in over 30 years. Home is West London, with a couple of teenage kids and an other half who works in the film business.

From what Andrew says, you’re being very straightforward about matters.  It sounds like the family is all around you.   I have absolutely no doubt there is an abundance of love and respect in the air, to which I’d like to add mine.  You are a brilliant bloke.

With great affection,

Will xx

Simon Doggart, 8th February 1961 – 23rd July 2017, headmaster, teacher,
cricketer, father and my near twin in age.

­                                    11 West Lodge Avenue,

                                          London W3 9SE

21st May, 2017

Dear Simon (and Antonia),

Tricky news has reached us, as it has the whole Caldicott family, about Simon’s health.  It’s a bugger. 

From various people, most recently at a Harrow cricket match yesterday, we’ve learned that you’ve gone to ground in West Wittering.   Very understandable.  Obviously, we send every possible good wish and more in your Kent direction.   I have visions of Simon with a straight bat, fending off this most horribly complicated of Googlies, with stoic good humour and a level gaze.

We should have been in touch sooner.  There is so much still to thank you for, both now and always.  Joss is on the cusp of taking A Levels.  He’s head of house at Moreton’s, Harrow, still cricketing and appears to be a reasonably level-headed 18-year-old thanks, in colossal part, to his time at prep school.  You both bear an awful lot of responsibility for that.   The ‘PID’ values you instilled – probity, integrity, decency – definitely took root.  That Joss is also refreshingly good humoured (currently with an insatiable interest in pubs) and without pious sanctimony is again testament to a more impish side of Farnham Royal life.  I’m very glad we saw that side too in the Mr & Mrs Doggart we managed to snare to dinner. Lamentably, it was only once, given that you lavished us with such warm, family hospitality.

You scooped up a sobbing Clare in the first few days of dropping Joss off with practised ease.   No matter who you were talking to, your name recognition and ability to source exactly the right comment, story or encouraging remark precisely when required remains legendary.  Bumping into you at Lord’s or around the school, you have always had that brilliant, almost to the point of being maddening, ability to leave either us or whoever it is or was feeling better, buoyed up or just simply reassured.  A fabulous skill and you make it look effortless.

Simon, you are the best of men, married to the best of women and the really smart thing is that you know that, but you never, ever let on.  A class act with a fabulous family.  

We couldn’t have been luckier in finding the Doggarts.  In your final address to Joss and his year at his leaving chapel service, you peered sternly at the boys and told them, among other things, to write a proper thank you letter.  To state the bleedin’ obvious, this one has been a sight too long in coming.

Much, much love,

Will

Missing Amis.

Shortly after the writer Martin Amis died on 19th May, 2023, I wrote the following. Amidst a flurry of eulogistic obituaries in all manner of media outlets, it struck me as a little cheap, so I left it to moulder in the ‘file pending’ WordPress drawer. He died in Florida, aged 73, of oesophageal cancer, which is – I’m sure – every bit as unpleasant as it sounds. What became emphatically clear in the days and weeks that followed was just how revered he was as a master of his craft.

I owe Mr Amis a lot. The single biggest pay rise I ever received in one go, for a start. My reputational lift, albeit by association and in the smallish allotment of British advertising in 1990, was also very largely his fault. We never actually met each other, and he wouldn’t have had a clue who I was. Hardly his loss.

At Bartle Bogle Hegarty, Alison Butler arrived from Paddington’s BMP as an account director. Persistent and focused, she did a great job. She landed – and took firm control of – a boutique client, unlikely to make the agency any money but a good-to-have name on the list: publishing house Jonathan Cape. BBH’s celebratory approach to pitching demanded that clients dock without seeing any creative work specific to their businesses. The first that Martin and I knew about it was when we were briefed to come up with something to publicise a book.

The new-ish marketing person at Cape was a man called David Godwin. He had already caused flutters through the publishing world, with a swashbuckling attitude towards propelling titles towards the public. In 1989, he decided to throw the entire annual publicity budget of £25,000 at one title, and one title only.

The book was Martin Amis’ London Fields. It hadn’t been printed when he decided to put the whole sum on that one imprint.

Martin and I were handed a heavy, photocopied draft typed out in double spacing. Across almost every page were Amis’ handwritten corrections, alterations and revisions to his own prose. We were given a unique snapshot of his pursuit of the extreme. In tiny, livid, black ink, he neatly crossed out “gold” as a description of a type of credit card, and we watched it become – eventually – “plutonium” as he tried a succession of descriptors, before settling on the nuclear adjective. It was an object lesson in the poacher-turned-gamekeeper art of self editing. He was a master. There were countless other examples, as he pushed his characters, particularly those of Keith Talent and Nicola Six, to queasy excess with scalpel precision. It is an enduring regret that I no longer have that scrappy, dog-eared draft.

The press advertisement that appeared was very much Martin Galton’s inspiration. Together we tinkered with the wording, fact checking with all and sundry through reputable channels. Its appearance caused quite a stir. Auberon Waugh began a very public feud with Amis through the pages of the Evening Standard. Other commentators expressed varying levels of outrage. The book sold well. Honestly, it being an eagerly anticipated Martin Amis novel, I’m pretty sure it would have done so anyway. David Godwin cemented his place (as something of a Marmite presence) in the publishing world, attracting praise and opprobrium for his assertive behaviour.

There are those who insist that ‘Money’ or ‘Success‘ were Amis’ greatest works. Other circle round the later books. I’m certainly no expert, nor a thoroughly read or referenced critic, but having loved the addictive, acrobatic and adventurousness qualities of his writing from the The Rachel Papers onwards, I thought I’d slide this little tip of the hat out there now, if only to prove this largely dormant blog is just resting, and not dead. And, to state the bleeding obvious, how deftly could Amis have continued to skewer the bizarre, and often horrific, nature of culture in 2024 were he still with us.

Old friend.

Setting down at the table

Your voice is unfamiliar.

A thin and tinny rasp,

No longer that reassuring, thuddy timbre.

I can see the crack,

Your face the same but lined.

Closer still, the signs suggest not long now.

Let us enjoy the patterns of life

We’ve shared

Before they break.

Oddities.

Photo: New York Post

One of the more graphic clichés is the expression, ‘hard rails’. There was a point, around the turn of the century, where the marketing people I met used it endlessly. At this time of particularly hard rails, when the oppressive dictats of a pandemic have been replaced by the oppressive panorama of a dictator, tufts of moss between steely miseries are a joy. A primrose growing by the iron road is an act of defiance. Every flower is welcome.

Nostalgic for amusements, I find myself opening wardrobes of memory at odd times of day. The name of a long-forgotten school companion is recalled when brushing my teeth. That house with bumpy chimneys, where we turned right on the way to school, is photographically magicked out of nowhere. Tiny but vivid tastes or scents, whispers in the uncertain April air, catapult me backwards with rapier velocity. I am jolted to guinea pig straw; boiling flannels; the intense, tomatoey reek of a greenhouse in August.

These curiosities linger. Schulz’s wobbly-line smile hovers, with that Charlie Brown crumple, on my face in recognition. Small madnesses, strange behaviours and engaging oddities have never been so welcome.

Our first ever family dog was a golden labrador. A pale, top-of-the-milk cream, my parents christened her Brie. “Because she runs everywhere and smells awful,” suggested our Uncle Phillip. (Brie later gave birth to a litter of ten puppies we named after cheeses. Beaufort, Dunlop, Stilton and Charolais – the only girl of the ten – are the names I can remember.) Our encounters with animals had begun with a succession of cats and my brother’s mouse, Plimsoll. The poor thing was eaten by the same uncle’s dachshund at the end of my father’s long journey to Battersea. He took Plimsoll there for safekeeping before our family holiday, in an absurdly cumbersome, homemade wooden hutch of many compartments that could have housed the dachshund, let alone the mouse. Besides our own pets, visiting animals to Little Downham added to the tapestry. An extremely distant cousin – my father was a dab hand at unearthing bloodlines to remote Awdry relations – would come and lunch with us occasionally, bringing her parrot. It was a free range creature as, in many ways, was she. Sarah, scion of the architectural and artistic Lutyens tribe, must have been fascinating, but we children only had eyes for the bird. One Sunday, it stomped about our dining room table, peering at us as we attempted to ferry food from plate to mouth. The poor thing developed Alopecia and, on another visit, was all pinkly white skin and bone, the odd, bedraggled feather hanging out of its bottom. Sarah took it to an animal psychiatrist somewhere in London. While waiting for her consultation, the man sat next to her had a large, wicker basket on his knees. It quivered spasmodically. Intrigued, she explained she had a chronically defoliated parrot which she believed was suffering mental health issues. Gesturing at his basket, he said, “Psychologically disturbed python.” Living in a damp basement flat, the snake was struggling to slough its skin in the usual way, and was upset by the – presumably soggy – folds blocking its vision. We imagined the python on a couch, under the beady-eyed tutelage of the psychiatrist, with a hair dryer in one hand and a large invoice in the other.

My older sister had a fabulous school friend called Sally Steele. Full of energy and fun, we devoured her stories with enthralled fascination. Her parents had retired to the South Coast, but her father had no time for the easy life. On cliff top walks, he determined to walk closer and closer to the edge to keep things interesting. When the thrill of being millimetres from the precipice dulled a little, he took to walking backwards, sometimes adding an extra frisson by closing his eyes. As far as we knew, he never stumbled.

His proximity to the Great Beyond prompts a segue to the tea parties we attended with the three, very elderly, surviving daughters of William Bramwell Booth, the founder of the Salvation Army. Our ailing grandmother had nearly lodged at their vast house in Finchampstead, but decided against it, convinced they would curtail her enthusiasm for drink. The eldest, Miss Catherine, later became famous as a Michael Parkinson TV chat show guest on two or three occasions. She was consumed with the idea of flying saucers and space travel. Miss Olive was (at the age of 90) still the driver, and would scan the motoring press with a caustic eye. Our particular friend was Miss Dora, the baby of the family at 86, who loved badgers. She would sit up all night in the woods, wrapped in a blanket, watching them go about their set-digging and nocturnal antics. At the conclusion of tea in the croquet lawn-sized ‘drawing room, where each of the three sisters would be entertaining guests, we would be invited to kneel on the parquet floor as Miss Catherine riffed through improvised – and extremely long – prayers. We would all slide to the ground, except for Miss De Winter who, at 101 years, was “closer to heaven than the rest of us” and allowed to remain in her chair. I would open my eyes every now and then to peer at her through fusillades of random, percussive Amens from the assembled. Such afternoons were bubbles of tightly wrapped life from the 1890s, light years away from late Sixties England with (unknown to me at the time) all its liberated abandon.

From the same era, our childhood was blessed with the redoubtable Great Aunt Bee. Resolutely single, capable and direct, she had spent a life nursing children with unsentimental vigour. In school holidays, our mother would pack us into the old green Morris and we’d bomb down to Shoreham to visit. Aunt Bee’s bungalow was one of hundreds that paraded the roads a little way back from the seafront, its brownish, pebble-dashed uniform an echo of the regiments of surrounding houses. A woman of delightfully trenchant views, she was convinced that if you drank alcohol quickly enough, it would have no effect. When she came to see us, my father would pass her one of the generous Portuguese glasses, with bright red and blue dancing figures twirling around its perimeter and, before he’d retreated two steps, she would drain the nutty amontillado in a gulp. Her Shoreham bungalow had two doors, side-by-side, the ‘front’ door leading to the hallway and the other directly to the kitchen. When the local butcher pressed the front door bell and she opened it, there was a pause. She held up her finger soundlessly, shut the door and walked round to the kitchen – past my visiting parents – to receive him at the tradesman’s entrance. It was for her that a granny flat was built onto the back of Little Downham, a comfortable and independent annex that took the place of the old greenhouse. In her early nineties, Aunt Bee moved in after sternly advising my parents not to fuss over her. She wished to remain as independent as possible. She died two weeks later, a shock as we’d assumed she was eternal. The morning my father tentatively checked the silent flat, my mother discovered her perfectly prepared, suet-hatted steak and kidney pudding in the small oven, ready to cook from the night before. From thereon, the granny flat meant we became a prime target for aging relations, eyeing us up as a last stop-off possibility on the railway into the night.

I spent six weeks on Koh Samui in 1979, when the island sported one policeman, no hotels and not a single, metalled road. The airport hadn’t been dreamt of. Visiting Westerners were largely a rabble of gentle, late-stage hippies or traumatised Vietnam vets, who’d failed to rejoin American life after their draft tours. Amongst them, I made friends with an Englishman called Lawrence. In his late twenties, he clutched a yellowing, crumpled copy of the Daily Telegraph from months before. Each morning, over breakfast under the palm thatch, peering out at the South China Sea, he would carefully complete the crossword in pencil, in a delicate but clear hand. When completed, he would survey his handiwork, take a sip of coffee from the chunky Duralex glass, and then rub it all out again ready for the next day.

For exceptional curiosities, my father gave me a brilliant book, compiled by the wonderful John Timpson, in 1992. English Eccentrics (Jarrold Publishing, 1991) is a loving compendium of extremely odd people. Timpson was the honey-voiced, mellifluous anchor of the Today programme, a warmly amused, perceptive and penetrating interviewer. His observations about Sir George Sitwell remain exquisite. Father to the remarkable trio of Osbert, Edith and Sacheverell, Sir George took eccentricity to another level. Entering his manor house at Eckington in Derbyshire, visitors were met with a sign that telegraphed something of his character: I must ask anyone entering the house never to contradict me in any way, as it interferes with the functioning of my gastric juices and prevents my sleeping at night. He instructed his children that ‘It is dangerous for you to lose touch with me for a single day. You never know when you may need the benefit of my experience‘. When Osbert was posted to the trenches in France in 1914, Sir George wrote a helpfully encouraging letter to the older son: ‘Though you will not of course encounter anywhere abroad the same weight of gunfire we had to face here‘ – he was writing from Scarborough – ‘yet my experience may be useful to you. Directly you hear the first shell, retire as I did to the Undercroft, and remain there quietly until all firing has ceased… Keep warm and have plenty of nourishing food at frequent but regular intervals, and of course plenty of rest. I find a nap in the afternoon most helpful; I advise you to try it whenever possible.

It’s unlikely that anyone in Ukraine has received that kind of advice. There are hard rails that remain stubbornly unyielding.

Real Beauty.

This image has an empty alt attribute; its file name is 2019_5f50_2019_e-335-405_hero_1.jpg

 

I started so many meetings by showing this ad.  I had nothing to do with its creation, but it dominated my life for two-and-a-half years. In the line-up of very real women,  Linda, second from the right, became particularly celebrated, a force of nature packed into a remarkably small frame, and an absolute joy.

 

I was lured to Ogilvy, London. In name, the agency had become a truncated version of ‘Ogilvy and Mather’. In practice, it had billowed to a sprawling octopus of mini (or mini-ish) agencies. Around nine hundred people, loosely arranged in different ‘business units’, were housed in the top two floors of a building in Canary Wharf.  The bait was to be global creative director on Unilever’s Dove soap brand.  I swallowed it.

For years, the moisture-rich soap had banged on to its audience about soft skin and youthful glow.  In the previous half century of advertising, the best known – and most quoted – commercial had featured Jean Shy.  Her charming, simple testimonial had been more or less pasted and copied as a template, in repeated echoes, over and over again through the generations.

The Jean Shy commercial

Canary Wharf took some getting used to.  It was the other side of London from where I lived, an hour’s commute from its Truman Show-like setting. Fritz Lang would have recognised the place. Friends described it as ‘an industrial estate for bankers’.  A Walt Disney miniaturised version of Chicago, the ‘Wharf was no Fantasia, but on my first morning, I came up from the tube to discover a man on his hands and knees, scrubbing chewing gum from the pavement.  This is a long way from Oxford Street, I thought. 

In 2006, Dove products were sold in 154 countries.  The annual global sales were around $2.2 billion. Stacked up together, those packets and tubes of Dove soap, moisturising cream, deodorant, shampoo and conditioner would have filled seven full size Dutch barns.

In tandem with the advertising, 600,000 young women across the world were being contacted about positive self-awareness and offered (rather simple) courses to bolster their self-esteem. A fraction had grabbed the opportunity, but it still ran to thousands. The campaign was growing.

Three remarkable people had set the CampaignForRealBeauty.com in train. An equally remarkable client, Silvia Lagnado, had ‘bought’ the idea, which was then midwifed into existence by her second-in-command, Klaus Arntz. Klaus’ immense contribution was one of those ‘without whom…’ performances, late stage and critical to the four press advertisements that kicked the whole thing off. He was the client I came to know best and respect the most.

The idea was born of Olivia Johnson’s planning and Dennis Lewis’ creative directorship. Both had worked at BBH. Daryl Fielding’s vice-like grip on the hugely complicated moving parts of the business held everything steady as the work gathered momentum. Steve Hooper (also ex-BBH and a copywriter) sat with Dennis as they set about breaking through the saccharine hegemony of ‘the beauty category’: In truth, a series of codes and conventions better described as a tyranny.

But for an accident, the campaign would never have appeared.

The story has been a little mythologised, but it is true. The first photographer Dennis commissioned, the exceptional Ellen Von Unwerth, didn’t capture the ‘realness’ of the women in her shots. Although beautiful, they looked stylised and inauthentic, portraying glamorous icons of inaccessibility. Dennis asked Klaus if they could reject the images and start again. Bravely – and exceptionally – Klaus agreed, without seeking higher sanctions to write off the cost. Rankin was then contracted to cast and shoot a number of real women again (throughout, certainly to the end of my tenure, we never used a professional model, ever). His resulting photographs appeared in the first work, known as the ‘Firming Campaign’. The press ad topping this piece was one of the four. The aesthetic set a visual tone. Without having to read a word or see the logo, Dove print advertising became instantly recognisable. Rankin’s imagery gave the advertising the authenticity the approach demanded. That ‘look’ continues.

Just as the print-ready ads were being readied to go to press for publication, a late panic spread among the upper echelons of Unilever. The decree went out to ditch the work. On no account should it appear. It was dangerous, and could seriously undermine the considerable sales of the brand, associating Dove forever with an ill-judged stunt that had gone horribly wrong. Anxiety spread.

Completely by mistake, one set of ads made it it through the wire and into a German publication before they could be stopped. The magazine printed early. The first versions ever of ‘campaign for real beauty’ went out into the world. As harried Dove marketing people were instructed to chase around and stop everything, copies began to be sold from German news vendors.

Comments from readers arrived almost immediately. Journalists were alerted. Here was something different and very weird. A ripple became a storm.

The overwhelming response, from the very first email and Facebook comments (so much more innocent then) was positive. Super positive. Overwhelmingly, emphatically, unequivocally in favour. A vast, mass market brand had brought an entirely new perspective down from the mountain and, to a section of the audience, it was an oxygenating blast of fresh air. Applause, congratulation and delight filled the airwaves. The different way of communicating was howlingly welcome. At bloody last, approximated the reaction.

Within Unilever, those frantic attempts to bury the advertising were themselves buried in minutes. Instead, the Executive tribe turned on a sixpence and began to purr with the praise. Silvia and Klaus were justly congratulated. Interview requests and opinion piece offers poured in. For a while, there was a distinct sense that something had really changed. Dove had boldly rewritten the rules.

Actual sales gains were modest to non-existent for a while, but the soaps and moisturising business picked up in the following two years. Deodorants and Haircare were added in to the advertising topics. The advertising approach was stitched into campaign after campaign and rolled out across the world.

Which is when I arrived.

On my watch, some amazing things happened, but few, if any, were down to me. I found myself on the bridge of a very tall ship, peering down at the distant decks of North America, South America, Europe, South Africa, the Middle East and substantial chunks of the Asia Pacific region from Singapore to Japan. In theory, the creative brains of Ogilvy & Mather people in any of those territories were available to me – for a price – to work on whichever initiative I decreed. I took day-return flights to Europe about once a fortnight. I flew to New York, Los Angeles and Tokyo to talk soap with local agency and Unilever people. (I was turned away from the gate in Japan’s Narita airport en route to Delhi for want of a proper Visa.) The coterie of high-flyers – agency people and global clients together – that I had joined made for a fascinating, if complicated, tribe. I came to know them better as our travelling circus punched holes in the ozone layer. In the Zoom and Teams age, our flights strike now as wanton excess. Back then, it always felt better to look someone in the eye in person.

At Unilever, Silvia Lagnado had moved on prior to my arrival. In her place, a fiersome, determined Argentinian was managing Dove’s affairs, under pressure to deliver a major sales uplift.   A coiled spring of a leader, Fernando kept his claws sheathed towards me for the duration of my tenure. So huge were the sub-categories of ‘Hair’ and ‘Deodorant’, there were global leads for each under him, with the added complexity of territorial barons and baronesses in various ‘key markets’. By comparison, a number of small European states are run far less impressively – or politically.

There were wonderful people who helped me and contributed to Dove’s growing fame. Maureen Shirreff at Ogilvy, Chicago and Joerg Herzog in Dusseldorf were particular pillars of support. (By rechristening a product range as ‘Pro-Age’ rather than ‘Anti-Aging’, Maureen took a hugely successful swipe at another of the clichés in skincare retailing.) In London, Dennis continued to contribute, along with others in the creative department. I was massively helped by Sue Higgs and Andy Bird, both still leading creators of powerful advertising, at the top of their game in their respective agencies.

Perhaps the stand-out work in my two-and-a-half years came from Canada. At Ogilvy Toronto, the fabulous Janet Kestin created enough headroom, trust and momentum for Tim Piper to write a short film, in which his then girlfriend appeared, made at very low cost. His art director was Mike Kirkland and it was directed by Yael Staav.  The end product was that retouching film, which I think was the first ever Double Grand Prix winner (film and cyber) at the Cannes advertising festival. Disarmingly simple, the message couldn’t be clearer.

Evolution

With something as colossal as Dove, there were bound to be challenges, and some were insurmountable. I learned so much by listening to the views of thousands of women across the world. Unilever’s financial ambitions were sometimes at odds with feminine psychology. Whereas the idea – and the portrayal – of ‘real’ worked well for cleansing and soap products, it frequently hit a brick wall for haircare. Time and again, we heard groups declaring that, while they celebrated the best of their true selves with skin products like soap and moisturiser, when it came to hair they simply wanted ‘the Dream’, with a capital ‘D’. The notion of ‘real’ battled with a desire for movie star looks and lost. Sales figures told us that Hollywood hopes won out over ordinary, everyday reality, even as our competitors’ promises proved false with every trip to the shower. As a consequence, Ogilvy people spent a ridiculous amount of time with some very patient women, filming endless hair washing, styling and flicking shots in very slow motion. Bizarrely, Bangkok became my sort of go-to hair hub, supplying copious close-up footage of immaculately presented tresses, a swaying, swirly forest of gently waving follicles, all certified to have been cleaned and conditioned with Dove.

There were also certain countries where the idea of ‘real beauty’ simply didn’t work at all. In the UK and the US, the variation in women’s body types is quite broad (the bell curve range of short, tall, broad, thin etc). The spectrum of so many shapes and sizes was summarised to me in one research finding as “a 45% variance”. In South Korea, the figure was 7%. There is far greater physical similarity and – a contentious topic – a huge cultural pressure to conform. Back in 2007, if you showed a group of women in Seoul photographs of someone different to the widely accepted ‘ideal’, the unanimous response was always, “Well, hasn’t she let herself go“. The last statistic I saw was that something like one in four women in Korea has had plastic surgery of some kind.

There were highs and there were lows. I was lucky to have the responsibility and it was a privilege to direct Dove’s advertising work. There were moments that I felt – and continue to feel to this day – that it could, and probably should, have all been run by a woman. (In 2007, 35% of Dove’s UK sales were to men – which later prompted the launch of a dedicated men’s range.) A much greater gender balance has been achieved across Unilever’s marketing since, largely down to Leena Nair, the brilliant HR lead who now occupies the top job at Chanel. Ultimately, as with any corporate posting, I was moved on (not ungraciously) to take up other duties at the newly reinstated Ogilvy and Mather, as it should have remained throughout.

In the years since, there have been amazing, world class contributions to the campaign. Sales have grown. Other brands have aped Dove’s approach, so the mainstream advertising seems less fresh and distinctive. Less successfully, the ill-fated 2017 launch of a packaging range blew a lot of good will away with patronising, dumb stupidity. The bottles were made to – so say – mimic women’s body shapes:  as crass a piece of marketing thinking as it was possible to imagine. Social media loaded up its shotguns and sent volleys of ridicule and scorn towards the brand. From a long way off, I thought the protests utterly justified.

Epic packaging fail

Heading back to the beginning, Olivia, Dennis and Daryl really started something. It might not have been a cure for cancer, but they brought a much needed blast of honesty to an advertising sector built on false hopes, paranoia and – often – bullying. In a quiet but revolutionary way, how women and the female form are approached in advertising was put under the spotlight. A refreshing seachange was definitely detectable. It might not have been seismic in the grand scheme, nor that long-lasting (although echoes continue), but I was deeply proud to be part of Dove during my stint. And honestly, the overwhelming majority of people I both met and worked with were exceptional, doing their best for a brand that was bravely trying to change the rules.

Dear Stags.

At the back end of November in 1992, I invited a group of people to a London pub and then supper. It was a simple and immensely enjoyable evening. Nothing particularly out of the ordinary happened. I was treated to several speeches and some slightly humiliating photographs. We met around 7pm on 5th December and the whole thing was over by about eleven.

By the standards that have evolved and developed since, it was tame to the point of lame. We drank a lot, ate well and laughed. People went home. I can still remember much about it. Looking back, I wouldn’t have had it any other way.

These were my people. I sent an introductory sheet before we all met up. We are still talking to each other, albeit with gaps sometimes lasting years between sentences. Each of the twelve has gone on to be hugely successful and live full, remarkable lives. I was, and still am, lucky to know them.

Here, with slightly more recent thumbnail photos, is how I described them nearly thirty years ago. Given their illustrious careers since, my attempts weren’t entirely prescient.

Will Awdry. Respectable young chap, easily embarrassed. Would prefer to talk about wholesome subjects like motorway driving or folk dancing. Especially next Saturday.

Jim Davies. Curator of the schooldays archive of anecdotes. Easy to spot thanks to aerodynamic haircut. Tall, quiet journalist and playwright (Directed groom as a rhinoceros in house play. Scenery fell apart during performance.) Fellow prefect with groom, entered into dubious poetic exchange in closing months of joint school careers. Both peed in the hole in which Princess Anne was to plant tree. Tree miraculously still alive. Half Dutch, linguistic gymnast of the printed word, still calls groom ‘Boz’. It’s a long story.

Kevin Duncan. Wiry, freckled entrepreneur, footballer, father and rock guitarist (influences: Lead, Mercury, Titanium). Fellow traveller in Geography at Oxford with groom, more importantly songwriter, organiser and leading light in succession of bands: The Inrage, Straight No Chaser, Lines To London, numerous recordings all sadly available. Extremely organized, works for large advertising agency, has thankfully laid to rest distressing collection of T shirts.

Peter Field. Avuncular gastronome with splendid nose for fine wine, cream tea or simply admiring. Has walked every inch of Great British map, eaten everything you can think of, probably including missionary. Satiric style may be late 20th Century answer to Enid Blyton. Driving style as featured in ‘The Italian Job’. Brilliant gardener, cook, fills in any extra time as advertising planner in a big building with a red staircase.

Martin Galton. Has spent more time with the groom than anyone else on earth (8 hours a day for the last 7 years). May explain tendency to loll about going ‘Ha Ha Ha’. Bearded, owns many bright jumpers. Top artist, single-handedly closed down Tunbridge Wells art gallery with one exhibition. (The critics: ‘Too controversial.’ ‘Crap.’) An art director with a bacchanalian taste for colour, will go to any lengths to seek out lunch. Draws nude people on Tuesdays.

John Hunt. Groom met John in Uxbridge in 1983, driving bizarrely mustard-coloured TR7. About six differently-hued motors (currently a red Porsche) later, now advises groom on matters financial – mortgage, parking tickets, Ladbrokes – which explains why there’s never enough to write rest of you a cheque. Musical fanatic, ex-manager of various bands, one-time body-builder. Deeply secretive about relationships with opposite sex. Perhaps he needs to be.

Jeremy Legge. Geography tutorial partner of groom at Brasenose, Oxford (both wore ties). Militarily correct bearing conceals seething ferment of literary genius – used to write poems and listen to Gordon Lightfoot (American answer to Wally Whiton). Able sportsman – cricket/rugby – proud dad of two, now our man in Cabinet Office. Like the Foreign Office, except advises opposite of everything the FO suggests. Fascinating on subject of tilt-flow rain gauges, South Africa (advised ANC for 2 years), nasturtiums.

Bill Locke. Went out with groom’s cousin aged 16 and never came back. Price on head still stands. Ran teenage band ‘Volta Redunda’, before graduating downwards to ‘Lines to London’ or whatever it was called. Bit of a thesp, jolly jape history of distinguished reviews as Cambridge student. After crisis of conscience in law (3 years at the photocopy machine), took off for BBC. Now produces/directs Blue Peter. No milk bottle top jokes please. Recently married; beforehand possessed several cookery books in which every dish stated; ‘Serves 2’.

Adam Morgan. Tall, blue-eyed, some would say döppelganger for groom (who are they kidding?), recently married gentleman, desperately regretful of agreeing to be Best Man. Prediliction for bottom jokes, pudding wine, Michelle Pfeiffer in waders. Prospective novel doing rounds of agents after six month sabbatical writing it. Has returned to be overworked planning (now there’s a conversation topic) director of hugely, er, big London advertising agency. Met groom in doorways in Oxford, pondered future together. Kind, generous and lovely and making a speech on 12th December.

Matthew Orr. The boy next door, knows all sorts of embarrassing early Awdry life details. Would dress up together (yes, really), play in sandpit, collect huge amounts of frog’s spawn. Spent early teenagerhood with groom sneaking unwittingly into only gay pub in High Wycombe. Ask about the gladiator story. Powerful rower, now owns private stockbrokers, married, lives in several squares of the A-Z, most of them in Chelsea. For some reason, has always been a wow with girls, particularly French Au Pairs. Bastard. We got the one with glasses, acne and a crush on my older brother.

Tim Riley. An handsome, athletic cove, good runner, racy copywriting style. Avid tea drinker. Buys every dance record from latest techno creatures (reverse baseball caps, silly trousers) before it’s released. Has driven extraordinary number of motorcars. Fixed up groom with blind date once, but labrador widdled everywhere. Lives in small cathedral in West London. Dry sense of humour verges on the Saharan at full stretch. Watch for immaculately ironed shirt. Holiday’d with three travel irons this year. Doesn’t everyone?

Phil Streather. Dubious honour of being groom’s next-door-neighbour and hence first in line for cat-feeding duties. Laid groom’s garden (there’s sexual achievement for you). Top documentary director, most recent film about, um, kites, and sound recordist – about 15 weeks sticking mikes up strange animals in London Zoo last year. Has just returned from Nepalese honeymoon. Actually gets married next January. Is strict veggie, enthusiastic mountaineer, Bonnington lookalike, cook. Referred to as one of ‘The Weirds’ by all at 61 Oakmead Road, stands about in stone circles at Solstice, festivals at Glastonbury, pubs anywhere.

On a roll.

Aged nine, as the third of four children, sitting in the front of our white Cortina Estate was the closest I could come to adulthood. The front was where the grown-ups sat.

The liberation of being driven away from the cloistered world of cricket pitches, pine trees, bracken, red brick Victorian buildings and a school timetable built on Edwardian principles was intoxicating. Perched on the red plastic passenger seat, travelling back from St Neot’s Prep School, my Saturday morning prospects would be the thrill of home and, in the summer, the garden. I could anticipate the deep greens of the chestnut trees over the dip; the achingly huge – to me – grass tennis court that was our front lawn; the reassuring tap of my father’s typewriter from the windows of the flat. There might be the scent of drifting Player’s Navy Cut pipe tobacco smoke in the air.

Summer would see my mother smilingly de-stringing runner beans at a table on the back lawn or carefully hanging out sheets she had sides-to-middled on the line. Several divisions of bees would patrol the catmint in the herbaceous border, a thousand bumble raid scooping up, rather than scattering, their powdery, pollen bombs. Little Downham’s tumbledown edges would be softened by the miraculous life that hummed in the three-quarters-of-an-acre in which we were lucky enough to grow up.

Whichever parent picked me up for one of the two exeat weekends in a thirteen-week term, there would be a roll from Banham’s Progress Bakery, ready to eat on the way. My mother never failed me. From the white paper bag, through the thinnish crust around a doughy ball of puffed white bread, would come a residual waft of yeasty fumes. It was a yearning scent of hunger, one we breathed in on dog walks across the village recreation ground when baking was in progress. The butter – Anchor butter – would have melted a little when spread and was setting again to a salty ganache. Strands of thick orange pith, cocooned in a dark, syrupy magic were lying at the epicentre, mostly softened but crunchy in places with a crystalised frost. Homemade Little Downham marmalade was unique, almost savoury, and the combination giddying. My roll was an edible version of Steve McQueen’s motorcycle jump in The Great Escape. Full of hope and possibility, I was biting into freedom, as we threaded our way around Twyford, past Reading, through Marlow and the down-and-up valley of High Wycombe.

There have been similar echoes of food as liberation throughout my life, but the loudest appeared in a book. Impressionable and with a ravenous imagination, I devoured the Narnia stories, not as religious instruction, but as magical adventures that resolve to deeply satisfactory endings. Baddies are vanquished. Priggish children have the stuffing knocked out of them and become likeable. Animals talk. Between the age of seven and ten, I read and re-read them several times, usually when ill. I recently finished Katherine Langrish’s wonderful ‘From Spare Oom to War Drobe’. Published in 2021, it is a companionable critique of the chronicles, instructively honest and full of illumination. She wanders her reader through the seven books, simultaneously as informed scholar and her nine-year old self. Her adult eyes nail the inconsistencies, maddening omissions, religious didacticism and the colonialist tropes of Lewis’ world view. The nine-year old in her never loses a love for the stories nor, ultimately, their creator.

She doesn’t mention my favourite passage of all in the whole saga but perhaps it doesn’t merit literary attention. In The Horse and His Boy, chronologically the third book in the series, a blue-eyed youth called Shasta escapes the slavery of his cruel fisherman ‘father’, a dark skinned tyrant who looks nothing like him. Long story short, the boy runs away on a talking horse, meets a similarly dark skinned near-Princess, also running away – from an arranged marriage – on a talking mare, and travels across an exotic, Arabian Nights land, through near calamitous adventures and an exhausting desert trek to Archenland and Narnia. (Narnia, in my imagination, looked conveniently like Gloucestershire, a place my mother would drive us as children to picnic in the Cotswold village where she grew up.) Shasta turns out to be a Narnian baby lost at birth. All is neatly resolved.

Having made it through all the complications, slipping ahead of an invading army giving chase, Shasta finds himself alone, in thick fog, atop a mute horse. He is separated from everything and everyone he knows. He is exhausted, feels a failure, and is close to despair. In a timeless interlude, he has a terrified conversation with something or somebody unseen, next to him in the mist. Without him knowing, he’s being guided by the lion of the piece, Aslan, who talks to him like a stern vicar handing out school prizes.

The fog lifts. The lion has disappeared. He stumbles away from his horse and into Narnia for the first time. Fainting with hunger, he is met and scooped up by some friendly animals and a household of dwarves. Thanks to Shasta’s faint and weary tip-off, a centaur rushes away to warn the Narnian Court about the invading Calormenes (a caricature composite of North African, Arabian and South Asian cultures). The dwarves take charge and cook Shasta breakfast. Endless cups of tea, a feast of bacon, eggs and mushrooms, proper dairy butter slavishly spread over slice after slice of toast, the meal is served with incredible energy and lush description, to a boy who has never seen anything like it before in his life. The cups and plates are small, but never empty. Shasta practically overdoses on the most perfect, greasy spoon fry-up you could imagine. He then falls asleep at the table, snoring his head off.

I’m not sure I have ever encountered a better description of breakfast. Certainly not before and hardly since. There remains a sense of welcome, of relief, of arrival in the simple prose of the episode.

Back in the real world, aged eight or nine, the soft white roll with home-made marmalade did pretty much the same job. My edible passport, it transported me to happiness. With each bite and an increasingly light heart, I knew I was being driven towards a promise of freedom that would not be broken for two whole days.

Key.

Key facts. Key people. Brand keys. The ugly phrase, ‘It’s key’.

Take the word ‘key’ away from the advertising world and, perversely, a whole raft of critical thoughts disappear behind closed doors and become unreachable. Deprive some individuals I know of its use and they would default to inarticulate mumbling. Finding an alternative – a handy synonym or two – would be too laborious. As a sort of lifebuoy, grabbed in flailing sentences, ‘key’ is rammed into the slots of so many exchanges.

The word is used to steer a phrase forwards: the ‘key performance indicator’ (or, hideous acronym, ‘KPI’). It is grabbed as a ubiquitous paddle. Waggled about in streams of marketing speak, it keeps things bobbing along. Such is its ubiquity, it has become all but divorced from the object that inspired its employment (in advertising and other occupations) in the first place.

Every now and then, we’re reminded of the use and necessity of real keys, those passports that unlock the barriers of our lives, the protective, secretive, secure and sometimes irritating doors of our existence. None more so than in an unusual combination of events that I couldn’t make up if I tried.

I am not a footballer. I never will be. Through some quirk in the space-time-guestlist continuum, I was first invited to the McCormicks football club dinner in 1984. The agency team was the Nutford Parrots. (We were based in Nutford Place.) About thirty people were invited by the president and head of media, Gus Annetts. It was held in new premises that Eddie, proprietor of our local Italian restaurant, Salino’s, had just secured in an Edgeware Road basement. We dined on alcohol and some very funny speeches. Eddie, the genial incarnation of a large and aging Maradona, dumped neverending bottles of Sambuca on our tables and nodded with patient stoicism as flight after burning flight of amaretti papers rose haphazardly towards the ceiling.

I was invited again in 1985. This time, the venue was the upstairs room at The Goat, a pub in Mayfair. Gus decreed that, this time, it should be a bad taste dinner. Everyone took the dress code to heart. We looked a shocking bunch, garish peacocks in hideous plumage, a collective horror show of ill-matched clowns. Steve Baker, a charismatic media man who enjoyed Sealed Knot English Civil War re-creations at the weekends, stole the show. With the friendly looks of a teddy bear and a touch of the young Winston Churchill, he told long, engagingly filthy stories with a flair that should have made him a fortune on the comedy circuit. We had a good time.

My own wardrobe comprised a Paisley shirt with enormous wing collars, terrible worsted flares and clumpy yellow shoes like blocks of Gouda. I topped off the look with a massive mackintosh, a black marquee of Dementor styling, bought from a second-hand shop in Oxford. I had changed at the office in Nutford Place.

The evening echoed the previous year. We laughed and laughed as the Parrots achievements on the football field were acknowledged in speeches that attested to modest success. Long before Toy Story broke upon the world, the club’s motto could easily have been, ‘Falling with style’ – both on and off the pitch. Around closing time, I wobbled out into Mayfair, hailed a taxi and headed home to the flat I rented in Maida Vale. My landlady – the impossibly glamorous and loveable Cath Johnson – was out that night, staying with her boyfriend of the time. I would have the place to myself. Paying off the driver, I turned to the door of our building and reached for my keys. The mackintosh’s pockets were huge but I was trawling in barren seas. They weren’t there. Shit. Where were they? Woozy, fuddle-headed tiredness gave way to panic. The realisation struck. I had left them in the pocket of my suit, back at work.

The flat was on the first floor. My bedroom had a tiny verandah outside the window, really the roof of the mansion block porch. Improvising, I tried to manoeuvre a metal ladder, tied to scaffolding on a building site a few doors down, thinking I could climb up to my room. Within seconds, I was shouted at angrily from more than one window and beat a hasty retreat. Morosely, I reasoned that I had to go back to the office. I hailed another cab on Elgin Avenue and returned to Nutford Place.

In the 1980s, twenty-four hour security was a rarity. Empty offices were simply locked and left unmanned. McCormick’s was no exception although I was unaware. I rang the bell and banged futilely on the plate glass. It was a little after midnight. The reception people wouldn’t arrive until 7am at the earliest. A sort of dim inspiration struck.

Cath’s squeeze at the time was Anthony Daniels, an extremely likeable actor and, in his own words, one of the luckiest. As the man who played C3PO in Star Wars, he was on a percentage of perhaps the highest grossing film franchise of all time, portraying a character known by countless millions. Nevertheless, he could still venture out in public without fear of being recognised. It just so happened that he lived about 200 yards away from McCormicks. I wandered towards his home, set in a terrace of two-storey Georgian cottages.

I was extremely nervous of disturbing Cath and Mr Daniels. As unwelcome interruptions go, I was about to present a textbook case of hideous ambush. With a deep breath, I grabbed a pebble and stood outside Number Eleven. Channelling distant memories of cricket field accuracy, my first throw miraculously hit the upper window with a satisfactory bang. Stifling embarrassment, I readied my speech. The window flew open. A balding, white fringed head appeared and its owner was deeply unhappy. It was neither my landlady nor the actor. I was told, in forcible terms, to ‘procreate yonder’. The man threatened to call the police. It was the wrong house.

Hopelessly confused about which exactly was the right number, I apologised and fled. Was it fifteen – or thirteen – or perhaps another one? Addled, wary and with no mobile phone (in those days), I stalked off back to the Edgeware Road. It was now about 1.30am. I had £10 in my pocket. I’d left my wallet at the flat. In the pre-card economy, it was always about having cash, and I kept my bank card and wallet in a safe place. Leaving it behind was a ruse to avoid loss whilst under the influence. Leaving the keys in the office was just plain stupid.

All that remained was the hotel option. I walked sorrowfully along Sussex Gardens peering at the dodgy boarding establishments, solicited heavily by the clumps of working girls. I declined as politely as I could. In an echo of Monopoly, I wanted a hotel for a tenner. I asked at two or three places, but was laughed out of each. That freezing, winter night, deadened with the delayed effects of my boys club dinner and now brimming with full-on anxiety, I needed Old Kent Road, not West End, prices. With no sense of direction, I ended up opposite Paddington Station and sidled through the door of The Metro Hotel. I took the flight of stairs to what appeared to be a brightly lit reception. The man there stared at me from where he sat with alert interest. I was suddenly very aware of how I looked and felt. Beery, in a flowery shirt, with clumpy yellow shoes like clogs gone wrong, in a big, swishing mac, red eyed and rather desperate.

“Excuse me,” I faltered, “I’ve just been to a bad taste party, I’ve locked myself out of my flat and I need somewhere to stay for the night.”

He gave me a hugely encouraging grin as he opened the door behind him. “Yeah, yeah, yeah,” he repeated reassuringly, with the tone that couples who’ve been married forty years use to address each other. As the door swung open, he continued, “These are my girlfriends. Which one do you want?”

Two girls lolled on a bed and looked at me with studious indifference. They were in various states of undress and not entirely alluring upholstery. I looked at the man aghast. “No, no,” I protested. “I really have been to a bad taste party and locked myself out. I just need a bed for the night.” His face fell, and he he became brusque and cold. He took my tenner and jerked his head up the next flight of stairs. “First door opposite.”

I clumped upstairs into a room with two single beds and a yellow lightbulb in the shadeless socket. A basin and a scrap of curtain completed the decor. I fell onto the bed, trying not to think about how many people might have done the same in recent hours. I slept badly until 6.30am, hoicked myself up to the basin and, for some reason, shifted my gaze to look down into the waste paper bin, half tucked beneath. Like a washed-up octopus, a wreath of discarded and obviously used condoms squatted in its depths. I fled the room and the hotel and practically ran to McCormick’s, where the handyman opened the office at 7am.

With no cash but my keys and still in my bad taste garb, it was time to head home, have a shower and come back to work. On the Number Six bus, the conductor asked me “Where to?” and I said, “Elgin Avenue.” “30 pence,” he rattled off. With emphatic petulance, I muttered, “I don’t have any money.” He looked at me for a second, turned on his heel and let it go. I could have hugged him.

Never have I been so grateful to put a key into a lock.

It’s memory that resurfaces periodically. From that day, I have always more careful about keeping a key to hand and, perhaps unsurprisingly, its use in my vocabulary.

Passage.

We steamed along the coastline,

From the shore

A dot of a yacht.

In turn, the land for me

Danced back and forth.

Cliffs dipped,

Headlands bowed,

A beach was sheathed,

A blade of sable light.

Gently, the land stood back,

Visual murmurs of its presence

Shadows in a November dusk:

Last glimpses of earth

Before the great open water.

Goodbye, I thought,

Uncertain, detaching

And turned.

I was under way.

14th July 2021 – after Biscay, November 1982.