Private View: Leslie Ali, the joint executive creative director of WCRS

People always tell me I'm way too blunt.

So first up is BT. Its campaign effort to support Childline feels like an appropriate solution. Nice, elegant and thought-prodding. A gentle, persuasive voice communicating one point. Probably could have been done with a single execution, but I guess doing multiple versions of the same shows me that BT's serious about getting this message out. Good for them and the children they're helping. I just wish they'd gone a little further.

Lurpak's next. (Slightly tougher since I was at BMP eight months ago, working on that brief at the time. ) Being a big fan of the actual butter and an even bigger fan of the press executions, I feel a bit let down by the TV. At a time when film reference is being used by agencies to help sell ideas to clients and focus groups, there's a danger to which I think this may have fallen prey. By introducing the notion of a grim world made better by chocolate (Hallstrom's Chocolat) in order to show what butter could do in similar circumstances, the team clearly sold the idea with the right kind of clip. Once sold, it probably got a lot tougher to progress the executions. But then again, my route wasn't the one chosen to go forward. Maybe I'm bitter.

Ribena. Looks like somebody's having fun doing the job they're being paid to do. Great looking executions, single-minded, fun and odd little pieces of communication. Each ad makes one, clean point. And speaks to the target. One relevant point delivered in an unexpected way. Well done.

Smirnoff Red remains one big puzzle. So confusing. And I really wanted to get it because it's so great looking. I watched it three times before I got that there's something going on with the Russian doll theme that probably helps complete the circle. But couldn't get much further. And was far too busy beating myself for not figuring it out to pay attention to the tag line.

On to Inside Soap. A brief based on the insight that people who buy this magazine read it for knowledge. Hence executions showing a woman empowered by her knowledge of soaps. Maybe it is ticking all the boxes. But is that a good thing?

Dove's a difficult one for me to comment on. While I can see it doing the job for consumers, I worry about how it's doing it. When I saw it for the first time, I admit it did stop me. The execution I saw featured a great-looking black lady celebrating all that she is. And that made me happy. Until I saw the product.

A firming product for women with cellulite. It's a shame that there's some marketing person out there who came up with this idea, who's doing really well, feeling quite progressive and brave for approving work that features media images that have never been shown before. Don't get me wrong. I'm glad to see large women showing off their curves (my cheerleading squad in the 80s was made up of six smart, pretty and popular bulimic girls).

But why are these large women celebrating a product that's telling them they still need to improve? Big women happy to be big. But there's still something wrong with them. Surprise, surprise ...

So that's it. 600 words. Sorry if I've offended, but as it gets harder and harder to make the ads that make a difference, I think those who get close ought to be set apart and celebrated.

ARLA FOODS

Project: Lurpak Spreadable

Client: Rebecca Allinson, senior brand manager

Brief: Lurpak has the most tempting taste

Agency: DDB London

Writer: Dylan Harrison

Art director: Feargal Ballance

Director: Harald Zwart

Production company: Upstart

Exposure: National TV

LEVER FABERGE

Project: Dove Firming range

Client: Joanne Riley, brand activation manager

Brief: Dove celebrates women's bodies as they are because curvy is

essentially female

Agency: Ogilvy & Mather

Writer: Dennis Lewis

Art director: Joerg Herzog

Photographer: Rankin

Exposure: UK-wide press, London-only 48-sheet posters and escalator

panels

SMIRNOFF RED

Project: Matrioshka

Client: Philip Gladman, marketing director

Brief: Put some of the mystery and sophistication back into the brand

Agency: J. Walter Thompson

Writer: Jason Berry

Art director: Emma Reddish

Director: Ivan Zacharias

Production company: Stink Productions

Exposure: Cinema and national TV

HACHETTE FILIPACCHI

Project: Inside Soap

Client: Simon Bell, marketing director

Brief: Raise awareness that Inside Soap magazine is now weekly

Agency: Fallon

Writer: Ali Alvarez

Art director: Ali Alvarez

Director: Henry Littlechild

Production company: Outsider

Exposure: National TV

GLAXOSMITHKLINE

Project: Ribena Ooohh and Aaarghh

Client: Alasdair James, group brand manager

Brief: Come up with concepts for and launch fiery and cooling Ribena

flavour sensations products

Agency: Grey London

Writer: Adam Chiappe

Art director: Matt Saunby

Director: Ulf Johansson

Production company: Smith & Jones

Exposure: National TV and cinema

BT

Project: BT Childline

Client: Peter O'Donohoe, head of corporate campaigns

Brief: Promote BT's association with Childline

Agency: St Luke's

Writers: Jamil Bhatti, Natalia Frizzi

Art director: Jamil Bhatti

Photographer: Nick Meek

Typographer: Mike Pain

Exposure: National press

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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).