Private View: Luke White, the creative director at McCann Erickson

I've just returned from Lisbon where my son and I witnessed our extraordinary loss to the French. For 45 minutes it was going to be one of England's finest victories, then three minutes later ... as Sir Alex Ferguson said: "Bloody football!" This week's Private View is all about footy.

Ironically, the first one out of the bag is the Nike "home game" ad featuring Thierry Henry. We see him wrecking a house as he beats various Nike-sponsored superstars, including the Manchester United team, with his amazing skills.

Eventually, he's tackled by a boxer dog, shame it wasn't a bulldog. It's well shot and the tricks are what you expect to see in a footy ad, but you feel you've seen it all before and, these days, Nike has a lot of competition. I expect it to try a bit harder.

Anyone who has written an ad about football knows how difficult it is do something original. The BBC ad for Euro 2004 tries to do it by taking famous footage of the likes of Beckham, Zidane and Figo and animating them in the styles of great 20th century artists. The idea is the beautiful game, by the greatest artists in Europe, brought to you by past masters (Hanson and Lineker). While the ad is well made, I think it's way too highbrow and cold-blooded. It completely misses all the raw, tribal passion the game evokes and ignores how international tournaments such as Euro 2004 turn us all into a nation of football nuts.

The T-Mobile ad is the one where the bloke lies back and talks on his mobile while doing "keepie uppies". It's a great trick to watch and I've seen the ad quite a few times before. Unfortunately, I couldn't remember what it was for or even which brand. All I remembered was the great trick.

This is the problem with football. Unless your brand and message are really relevant, it's easy for it to get lost among all those other brands that celebrate football, while jostling to be the one that owns it.

The Carling ad features two blokes playing a game of footy in their flat who accidentally kick their ball into the street. This causes an impromptu game of football to start, involving everyone in the street, half of whom in true England fan style, strip off their shirts. The two blokes who started it all enjoy the game from the balcony of their flat, drinking their cans of Carling. If the BBC ad was too cerebral, this one pitches it just right. Although it's not very original (well, it's a bit like a Nike or Adidas ad, but then they all are, aren't they?) it's very well done and great fun to watch. The best bit is when a fat bloke, minus his shirt, is taken out by a spectacular flying tackle by a woman in a business suit. The music works really well and the ad reminds me of all the pissed, fat, sunburned England supporters who were playing footy in the central square in Lisbon last weekend.

The three Mars bar posters really didn't float my boat. They are a continuation of the "pleasure you can't measure" campaign, but are pretty limp. OK, the posters are well branded, but football is a tough game to do ads for, especially in print. Unless you try a bit harder you end up covering the same old territory as everyone else.

Finally, the McDonald's promotional ad, which is the most original idea here and takes football chants as its theme. It features a man who is such a football nut, he even wakes up chanting: "I'm not sleeping anymore." We follow him as he chants his way through his day with his long-suffering wife until eventually they end up at McDonald's, where they buy a Big Mac and get an extra one free, what a result! He starts chanting free one, free one (like 3-1). It's funny and works really well for the promotion. Well done to the team who came up with this, it's nice to see a good McDonald's ad again. Who knows, with a bit of luck we might see England do something worth chanting about, too.

MARS

Project: Mars Euro 2004

Client: Natasha Bell, Mars UK brand manager

Brief: Reflect the pleasures of being an England fan in the run-up to

Euro 2004 as analogies for the pleasure of a Mars

Agency: Grey London

Writer: Alex Fraser

Art director: Matt Turrell

Typographer/illustrator: Christian Tunstall

Exposure: National 48-sheet posters

NIKE

Project: "Home game"

Clients: Phil McAveety, vice- president EMEA marketing; Stefan Olander,

marketing director Americas, Paolo Tubito, director, brand

communications EMEA

Brief: n/s

Agency: Wieden & Kennedy Amsterdam

Writer: Sebastian Wilhelm

Art director: Ollie Watson

Directors: Carlos Bayala, Jose Cabaco, Mark Hunter

Production companies: Gorgeous Enterprises, @radical.media

Exposure: TV and cinema across Europe

BBC

Project: Euro 2004

Clients: Tove Okunniwa, head of sport marketing; Louise Holmes,

marketing manager

Brief: Build a sense of excitement and occasion around the BBC's

coverage of Euro 2004

Agency: DFGW

Writer: Paul Grubb

Art director: Dave Waters

Director: Martyn Pick

Production company: Bermuda Shorts

Exposure: BBC TV

CARLING

Project: "The big match"

Clients: Des Johnson, brand director; Mark Jarman, brand manager

Brief: Carling's a real football fan

Agency: Leith London

Writer: Peter Cain

Art director: Lou Bogue

Director: Kevin Thomas

Production company: Thomas Thomas

Exposure: National TV

MCDONALD'S

Project: Big Mac Euro 2004 promotion

Client: Tom Shelston, senior brand manager

Brief: Communicate McDonald's Euro 2004 promotion, while demonstrating

what it's like to be a true football fan

Agency: Leo Burnett

Writers: Ed Morris, Trevor Webb

Art director: Ed Morris, Trevor Webb

Director: Theo Delaney

Production company: Hotspur & Argyle

Exposure: Satellite and terrestrial TV

T-MOBILE

Project: "Kick Euro 2004"

Client: Sam Taylor, advertising manager

Brief: Relax. T-Mobile gives you more time to talk football

Agency: Saatchi & Saatchi

Writer: Paul Ewen

Art director: Ajab Singh

Director: Ivan Bird

Production company: Serious Pictures

Exposure: National TV

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