PRIVATE VIEW: Kate Stanners, the creative director at Boy Meets Girl S&J

Good advertising can capture the zeitgeist of a trend, a good agency can sniff out a trend at its inception and popularise it to the benefit of a client and its brand. This week's ads don't quite pull it off, but a couple come pretty damn close.

UKG2 takes the recent fascination with talent shows and celebrity and acknowledges their boring domination of our TVs. The ads feature the worst talent show on earth .We follow various acts (my favourite is a six-foot-something Goth interpreting a Bonnie Tyler 80s rock anthem through movement and dance) doing their thing with the line: "Not on our channel." This is fun, well-done entertainment, which, after all, is what advertising should be. This reflects the mood of the nation right here, right now.

Vladivar vodka features a cultish character called Har Mar Superstar, a camp, kitsch anti-hero who stands for anti-establishment, anti-pretension ... well, I presume that's what he's about, as he wiggles his way around his stately home clad in various delightful pink satin numbers. I admire the attempt to do something a bit different in the vodka market; the only thing is that this falls a bit flat. Shot in a way that is too reminiscent of other ads, such as Pot Noodle, so you're left feeling as if you've seen it all before. I imagine there is loads of other, more anarchic stuff that will accompany this and if there isn't, there should be. Har Mar should be allowed off his pink fluffy leash to go where the cinema regulators will not allow. Not so much now as a few months ago.

The online campaign for the Royal Marines, although nothing new, carries on the tradition of good Army recruitment advertising. There are three executions: one with a map that asks if you can orienteer; one with an image of a soldier jolting up and down that is revealed to be the view as we do some press-ups and one with a clock ticking away challenging us to hold our breath for a minute. All with the endline: "99.99 per cent need not apply." Online is big enough and old enough to hold its own in the advertising arena. So dare I say that I think that the writing lets it down. It's crude and lacks the craft and wit of great advertising copy.

Renault is back with Thierry Henry to flog the Clio. And why not? He was great in the first ad, all French je ne sais quoi. Unfortunately, the sequel (as with all sequels - The Godfather Part II being the exception) is not nearly as good. Maybe because the first time we were engaged, we were surprised by his charm, his performance, his va va voom. The second time, the novelty has worn off, we need more than a French bloke with a funny accent and, yes, we are given some cool Blue Note-style jazz graphics and Animal (the muppet) playing the drums alongside Henry in his jazz band, but it is not enough.

Peugeot has decided to do some sponsorship around some movies. I've managed to glean this from the line on them, "Take me to the movies", and the fact that they mimic films. The first is done in the style of The Terminator, the other in that of The Good, the Bad and the Ugly. This is a difficult one - sponsorship idents are a tricky length and need to be seen in situ.

They need to be simple and clear. The Spaghetti Western version is really nicely done, with a women in a stand-off with a traffic warden. As her meter clicks on to penalty she reaches for her keys to her Peugeot 206 GTi 180 and he his ticket. He wins. Not good, but not bad either.

I have left the Branston Pickle ad until last, because I really didn't know what to say. Let me share with you the lyrics to the little ditty that accompanies various pickles on forks forming a face: "Bring on the Branston tang, I love pickled onions, I love piccalilli, baby beet is a bit of alright when you toss them in a salad on a Thursday night."

You see my problem. This is sooooo yesterday that it might just be the new tomorrow.

WHYTE & MACKAY

Project: Vladivar/Har Mar Superstar

Clients: Fiona McKennie, brand manager; Glen Gribbon, marketing director

Brief: Put Vladivar back on the agenda among 18- to 24-year-old regular

vodka users and provide a platform that makes Vladivar stand apart from

other brands

Agency: The Union

Writer: Adam Smith

Art director: Mark Williams

Director: Ruben Fleischer

Production company: Stink

Exposure: Channel 4, five and satellite TV

THE ARMY/COI COMMUNICATIONS

Project: Royal Marines recruitment

Client: n/s

Brief: Communicate the elite nature of the Royal Marines and pre-qualify

potential recruits

Agency: Glue London

Writers: Gavin Gordon-Rogers and Seb Royce

Art director: Gemma Butler

Designers: Leon Ostle and Simon Cook

Exposure: Outdoor pursuits and fitness websites

UKTV

Project: UKG2

Client: Richard Kingsbury, marketing director, UKG2

Brief: Launch UKG2 to a younger, more sardonic audience

Agency: Mother

Writer: Mother

Art director: Mother

Director: Sean Mullins

Production company: RSA

Exposure: UKTV

CROSS & BLACKWELL

Project: "Juggling beets"

Client: Jayne Paynter, sour pickles marketing manager

Brief: Announce the launch of Branston's sour pickles range

Agency: McCann-Erickson

Writer: Jack Stephens

Art director: Rob Nielsen

Director: Jerry Hibbert

Production company: Hibbert Ralph Animation

Exposure: National TV

PEUGEOT

Project: Peugeot sponsorship idents

Client: Dean Drew, advertising director

Brief: Continue establishing the link between Peugeot and five movies by

developing sponsorship idents for the 206 GTi 180 and 307CC

Agency: Euro RSCG Wnek Gosper

Writer: Angus Wardlaw

Art director: Alexei Berwitz

Director: Us

Production company: Independent

Exposure: Five

RENAULT UK

Project: Clio "drummer"

Client: Chris White, manager, communications and marketing

Brief: Further strengthen the brand's appeal to a youth and male

thirtysomething audience

Agency: Publicis

Writer: Ira Joseph

Art director: Jack Steers

Director: Tarsem

Production company: @radical.media

Exposure: Online, cinema, satellite and terrestrial 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).