PRIVATE VIEW: Leon Jaume, the executive creative director at WCRS

The only regular inaccuracy in Campaign is the title of this column. The contributor's view may be many things, but private is unlikely to be one of them. Yet it's still a surprise that expressing an opinion can generate outraged letters and drunken harangues at awards dos, often months after you've gently disliked someone's efforts. It's soothing, therefore, to browse this week's offerings without anticipating an outpouring of agency grief. True, it's something of a bread-and- butter collection, but no-one's burnt the toast and there are a couple of dollops of jam.

A decent staple is the Selfridges ad, one of those where they show vignettes of people doing the same incongruous thing and reveal at the end how the product, or lack of it, is responsible (like the deodorant commercial where nobody raises their arms above the elbow, or the one where people's ears are missing). In this one, everyone has one arm frozen in a pointing gesture and we discover they are all local to the new Birmingham Selfridges with its amazing building. Indeed, when the store is revealed in the packshot, you want to see much more of it. Whether this is negligent or clever of them, I'll leave you to decide.

The Army recruitment ads are not as compelling as the "What would you do?" campaign, but are an interesting glimpse into the post-war soul of the MoD. Far less macho than previous ads, these three all weave a soldier's civilian life into his story, giving girlfriends, babies and workmates equal billing with blackened faces, night-sights and rumbling tanks. It feels as much a PR job, supporting our noble lads, as a drive to sign more of them up.

With the fighting man now reduced to a simpering baby-bather, the baton of manliness has been passed to the players in the forthcoming Rugby World Cup. The Adidas print campaign is full of tough talk about applying pressure, runaway trains and hitting 'em hard, standard fare you might think. But at least these have attempted to heave themselves from the ruck by using an original illustration style.

It has a splattery look, presumably to echo the behaviour of your head when Danny Grewcock lands on it.

In the unpromising setting of a catwalk, second only to a wedding as an advertising cliche, Clarks has created a simple, enjoyable ad. Retaining the line, "Life's a catwalk", it shows ordinary people in Clarks shoes doing normal things, such as buying a round and watching the football, but on a catwalk, surrounded by the hysterical witches of the fashion world. It's very good.

The hype around the rebranding of Abbey National as Abbey might leave it vulnerable to a gleeful kicking from the likes of Private Eye, but it's too early to tell whether something substantial will emerge from the relaunch. The first ad itself doesn't inspire huge confidence, being, as it is, a pun about turning banking upside down made flesh, but let's be fair and wait and see.

We end with a jolly piece of ornithological cruelty from Ford. A shiny, black Ka is parked in a suburban street and a pigeon flies down to take a closer look. Just as the wretched bird is about to land on the bonnet, it pings open and smacks him over the roof and on to the road in a flurry of feathers.

We're told this is the new Sportka, Ka's evil twin. We're also told it's a "viral", a term now denoting an ad that the BACC won't let you run. It's very well done and I'm glad they bothered.

FORD

Project: Sportka

Client: Usha Raghavachnari, brand specialist, small cars

Brief: Encourage younger men to consider buying a Sportka

Agency: Ogilvy & Mather

Writer: Mike Crowe

Art director: Rob Messeter

Director: Henry Littlechild

Production company: The Viral Factory

Exposure: Internet

ABBEY

Project: Abbey

Client: Angus Porter, customer propositions director

Brief: Communicate that Abbey is turning banking on its head

Agency: TBWA\London

Writer: Tim Hearn

Art director: Graham Cappi

Director: Kevin Thomas

Production company: Thomas Thomas

Exposure: National TV

CLARKS

Project: Clarks brand campaign

Client: Ted Hart, communications manager

Brief: Position Clarks as an everyday fashion brand

Agency: St Luke's

Writers: Jules Chalkey, Nick Simons

Art directors: Jules Chalkey, Nick Simons

Director: Paul Hunter

Production company: Exposure Films

Exposure: National TV

ADIDAS

Project: Adidas Rugby World Cup

Client: Indy Saha, European advertising manager

Brief: Create an impact around the Rugby World Cup 2003

Agency: 180 Amsterdam

Writers: Peter McHugh, Giles Montgomery, Brad Roseberry

Typographer: Stuart Brown

Illustration: Stuart Brown

Exposure: Global print, outdoor, internet and art exhibitions

SELFRIDGES

Project: Launch of the new Selfridges store in Birmingham

Client: James Bidwell, marketing director

Brief: Announce that the store is now open

Agency: Mother

Writer: Mother

Art director: Mother

Director: Maggie Zackhiem

Production company: Indpendent Films

Exposure: Regional TV and cinema

ARMY

Project: Army recruitment TV

Client: Mark Bainbridge, marketing director

Brief: Increase recruitment levels for the regular Army and TA and

reposition the TA as an integral part of the British Army

Agency: Publicis

Writer: Ross Jameson

Art director: Stephen Pipe

Director: Antony Easton

Production company: Spectre (now Large Corp)

Exposure: National TV

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