But as we all know, the Shreddies of this world can be bloody difficult to score. Breakfast cereals are under more pressure from the health lobby than an away side at Highbury. So what do you do? Throw caution to the wind, go on the attack, try to play joyful, carefree football and charm the fans?
Unfortunately, Shreddies has gone all dour and defensive on us. This campaign talks to the parents, claims the "breakfast is good for you" generic high ground with a serious voiceover and a documentary style.
It consequently ends up as a vaguely modern version of a 50s public information film. I understand the logic and I know how tough this category is at the minute, but these have pulled all 11 men back behind the ball and ground out a nil-nil draw.
And like the player who leaves your club and inevitably scores against you upon his return, I get two Orange free text messaging ads from my old friends at Mother. Of course, it could be the cataracts and my advancing years, but even after two viewings I was struggling to read all the dialogue delivered as text type across the screen. The sadly uninspiring telecoms category is currently crying out for a 30-yarder bent round the wall, leaving the hapless custodian stranded. I wish these were it, but they're not.
At the end of last year, Tetley Tea left Leo Burnett to revive its career at Miles Calcraft Briginshaw Duffy. I wanted to like these - it's a great brand in a tough, declining market. I sense this idea started out well - a character called Auntea who dispenses Tetley and wisdom to a visiting Kim Cattrall - but somewhere the role of the brand went missing in an overcrowded midfield. I fear the hand of research, like the hand of God, may have robbed them of glory.
What we're crying out for is a bit of magic, but instead, we get Magic FM. A driver tunes into Magic, and suddenly the world outside's populated by pop stars doing ordinary jobs. Only these aren't stars, they're look-alikes. And they don't really look-alike, except for maybe Lionel Ritchie and George Michael. In the end, it leaves Magic looking like Leeds United - a mere shadow of their former selves.
Then just when I was about to throw my season ticket away in despair, along comes a well-conceived and executed online campaign for the Sony Ericsson Dual Face phone. With a sweet and satisfying interactive element, it's a simple, well-executed, product demo. So many online ads are annoying, distracting clutter, but these are this week's Millwall, the surprise FA Cup runners-up.
The trophy goes to three Levi's 501 Anti-Fit commercials. Like the great Alan Hudson in his prime, they leave the opposition on their arses with a single sassy sway of their hipsters. And like Hudson, they're confident, enchanting to watch, but always hard-working. They're not the greatest Levi's ads ever but they're well written, performed and directed, and very cool in a charming, innocent flirty kind of way.
Back of the net! As Alan Partridge would say.
Project: Levi's Anti-Fit/Anti-Form
Client: Kenny Wilson, president, Levi's brand
Brief: Build on the Anti-Fit dialogue campaign of spring. Move the
campaign on by dialling up the sexual tension between the lead guy and
girl Agency: Bartle Bogle Hegarty
Writer: Toby Allen
Art director: Jim Hilson
Director: Nick Gordon
Production company: Academy
Exposure: European TV
Project: "Familiar world"
Client: Paul Coleman, head of marketing
Brief: Build awareness and grow listening hours
Agency: St Luke's
Writer: Brian Cooper
Art director: Jason Stewart
Director: Gregor Nicholas
Production company: @radical.media
Exposure: TV in London
Client: Dez Timmis, marketing director
Brief: Make Shreddies mum's first choice of cereal for her children
Agency: McCann Erickson
Writer: John Hurst
Art director: Carole Davids
Director: Richard Clark
Production company: The Paul Weiland Film Company
Exposure: National TV
Project: Orange Free Weekend Text
Client: Rachel McBeth
Brief: Demonstrate how texts are an integral part of the weekend
Art director: Mother
Director: Ben Dawkins
Production company: Love
Exposure: Terrestrial and satellite TV
Project: Sony Ericsson K700
Client: Martin Lundin, online marketing manager
Brief: Emphasise the phone's dual-fronted aesthetic
Writer: Gavin Bell
Art director: Richard Hale
Exposure: Global online
Project: Tetley "silver" launch
Client: Andrew Dobson, marketing manager
Brief: Launch a brand campaign for Tetley featuring the new special tea
Agency: Miles Calcraft Briginshaw Duffy
Writer: Jeremy Carr
Art director: Jeremy Carr
Director: Armando Ianucci
Production company: Moon
Exposure: National TV