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Thirty-one days later, in the summer of 1981, he became a full-time writer, and the feeling of liberation as he left the agency for the last time was heady and exhilarating. He shed advertising like an unwanted skin, though he continued to take a sneaky pride in his bestknown slogan, “Naughty but nice” (created for the Fresh Cream Cake Client), and in his “bubble words” campaign for Aero chocolate (IRRESISTIBUBBLE, DELECTABUBBLE, ADORABUBBLE, the billboards cried, and bus sides read TRANSPORTABUBBLE, trade advertising said PROFITABUBBLE, and storefront decals proclaimed AVAILABUBBLE HERE). Later that year, when Midnight’s Children was awarded the Booker Prize, the first telegram he received—there were these communications called “telegrams” in those days—was from his formerly puzzled boss. “Congratulations,” it read. “One of us made it.
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