Private View: Jim Thornton, the executive creative director of Leo Burnett

Football analogies - where would the advertising industry be without them? Virtually every creative director/managing director/chairman I've ever had has used them regularly. But, I wonder, do football managers use advertising analogies? Does Tony Pulis, in his team talk at Stoke (second in the Coca-Cola Championship and six games unbeaten as I write), say: "Right lads. We need goals. Beautiful, scruffy, I don't care. They can't all be Nikes and PlayStations, we've gotta score the Shreddies as well."

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.

LEVI'S

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

MAGIC FM

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

SHREDDIES

Project: Shreddies

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

ORANGE

Project: Orange Free Weekend Text

Client: Rachel McBeth

Brief: Demonstrate how texts are an integral part of the weekend

Agency: Mother

Writer: Mother

Art director: Mother

Director: Ben Dawkins

Production company: Love

Exposure: Terrestrial and satellite TV

SONY ERICSSON

Project: Sony Ericsson K700

Client: Martin Lundin, online marketing manager

Brief: Emphasise the phone's dual-fronted aesthetic

Agency: Dare

Writer: Gavin Bell

Art director: Richard Hale

Exposure: Global online

TETLEY TEA

Project: Tetley "silver" launch

Client: Andrew Dobson, marketing manager

Brief: Launch a brand campaign for Tetley featuring the new special tea

range

Agency: Miles Calcraft Briginshaw Duffy

Writer: Jeremy Carr

Art director: Jeremy Carr

Director: Armando Ianucci

Production company: Moon

Exposure: National TV

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).