PRIVATE VIEW: Luke White, the creative director of McCann-Erickson London

Break out the mistletoe, Christmas has come early because we've won the World Cup.

What better way to start than with this year's Marks & Spencer Christmas ad. It's the usual line-up of celebs partaking of what M&S has to offer, but it's done as nursery rhyme characters in a pop-up book. My favourite is Will Young who goes to give Sleeping Beauty a kiss, but makes off with her quilt instead. It's well put together, makes you feel all "holidays are coming" and is very M&S. It's not terribly original, but I'm sure it will be popular ... As will Woolworths and its cast of celebs.

I can't be the only person out there who thinks Orange is all over the shop. Individually, the recent work has been interesting, but these ads only add to the confusion of what Orange is all about. They're done in a quirky Amelie style and are about Orange phone services. The first one is about a gendarme with the eye of an artist who can send picture messages.

The next features a minimalist office designer who can't stop people personalising their workspaces just like you can personalise "Orange world". The third has a bloke missing everything because he's out of sync with the world, but now can get e-mails on his phone. And the last uses different snores to show you can give everyone in your address book their own ringtones.

They're not bad, but hot on the heels of a series of seemingly disparate messages such as "muck about", "Hardnosed Business Man" and "Orange phone trainers", I can't help but wonder how much better it would all be with a big brand idea holding it all together.

Next for all you wife beaters out there, you can now get a barrel of Stella Artois. This print campaign is all about making room in your fridge for it, by chucking out the salmon, the caviar, the lobster, etc. It's basically a similar idea to the award-winning print campaign where objects of desire were sacrificed to open a Stella. Unfortunately, it's just not as surprising and not as stylish. A bit ordinaire for Stella, if you ask me.

The Alpen ads are all about the fact that it has no added sugar. The idea is that it's "sweet, but not too sweet" and to illustrate this, shows us a little girl who clearly isn't sugar and spice and all things nice and a couple of kinky S&M teddy bears. Must be a Swiss thing. They are OK but a bit studenty.

The "Mini guide to romance" TV idents are for a sex therapy programme called Between the Sheets, but they're mainly about how much room there is in a Mini to get your leg over. They range from funny to a bit lame, particularly the one that shows a Mini rocking backwards and forwards in front of a sign that says: "Welcome to Great Coxwell." The funniest shows a bloke putting a long wreath into the back of his car. The VO says "say it with flowers" and we then see the wreath says "slapper".

My favourite of this bunch was for Mr Kipling. It shows a woman deep in the throes of labour. It starts off with her in pain, sweating and screaming. Her husband shouts encouragement: "Come on, Mary!" The reveal is that what we are seeing is a church hall nativity play in front of a shocked audience of children and parents. A bemused woman asks the cake-munching vicar if Mr Kipling has ever directed a nativity play before. His reply is of course: "No, but he does make exceedingly good cakes." It is the antithesis of the M&S ad, and it is probably in exceedingly bad taste, but it is bloody funny.

ORANGE

Project: Orange

Client: Jeremy Dale, vice-president, brand marketing

Brief: Establish Orange's customer-intimate approach while promoting

different non-voice-based services

Agency: Mother

Writer: Mother

Art director: Mother

Director: Traktor

Production company: Partizan

Exposure: National and European TV

ALPEN

Project: Alpen No Added Sugar

Client: Tony Corp, marketing controller

Brief: Focus on the product's benefit of being naturally sweet rather

than laden with sugar

Agency: Banks Hoggins O'Shea/FCB

Writer: Jason Cascarina

Art director: Andy Lennard

Photography: Alex Mahon and Getty Images

Exposure: Women's weeklies and monthlies, national press supplements,

Metro, Men's Health

MARKS & SPENCER

Project: "Once upon a Christmas"

Client: Jude Bridge, head of brand marketing

Brief: Make M&S the destination store this Christmas

Agency: Rainey Kelly Campbell Roalfe/Y&R

Writer: Pip Bishop

Art director: Chris Hodgkiss

Director: Jeff Stark

Production company: Large Corp

Exposure: National TV

MINI

Project: Between the Sheets idents

Client: Emma Lownde, marketing manager

Brief: Mini's association with Between the Sheets

Agency: WCRS

Writer: Dave Cornmell

Art director: Jane Briers

Director: Sam Cadman

Production company: Rogue Films

Exposure: ITV drama

STELLA ARTOIS

Project: Stella Artois draught barrel

Client: Kerry Collinge, brand manager

Brief: Launch the Stella Artois draught barrel

Agency: Lowe

Writer: Zac Ellis

Art directors: Richard Littler and Steve Williams

Photographer: CoppiBarbieri

Typographer: Marc Donaldson

Exposure: National monthly magazines

MR KIPLING

Project: "Mr Kipling's merry mince pies"

Client: Kate Taylor, brands director, Manor Bakeries

Brief: Force front-of-mind awareness ofMr Kipling's exceedingly good

mince pies at Christmas

Agency: Saatchi & Saatchi

Writer: Joel Bradley

Art director: Phil Clarke

Director: David Lodge

Production company: Outsider

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).