It's in the Bag was a travelling television quiz show, fronted by Selwyn Toogood. Competitors were selected from the audience and had to answer three questions before they could select a bag and bargain for its contents. Toogood's catchphrases, such as, "by hokey!" and, "what'll it be customers, the money or the bag?", have become part of folklore. This episode from 1 June 1974 was telecast from Dunedin's Mayfair Theatre. A Frigidaire ("jet-o-matic") Home Laundry and Pye hi-fi system are on offer amongst the booby prizes. Heather Eggleton is the glam bag lady.
Elam graduate Paul Swadel showed his eye for the artistic and the eyecatching both in his own award-winning work as a director — short films, arts programmes (Colin McCahon: I Am), commercials — and as producer: through collaborations with animator James Cunningham and on digi-feature incubator Headstrong. Swadel died in March 2016.