Private View: Malcolm Duffy, the creative director at Miles Calcraft Briginshaw Duffy

Having recently taken part in the annual ad cull, better known as D&AD judging, it's clear that you need to clear several fairly high hurdles before you can start planning your big night out in Billingsgate. You need a product message that's incredibly simple (no explanatory copy, please). You need a client whose definition of brave is actually the same as yours. You need a director/photographer/illustrator/whatever who's on top of their game. And you need an idea so fresh you could wipe your armpits with it. So how does this week's bag measure up for next year's bunfight?

Ask Jeeves has a gaping open-goal of a brief (we find stuff), but the creatives have managed to hit the corner flag. It must have taken the time it takes a kettle to boil to come up with these ideas. Chameleons and mazes are the sort of cliches that need to be turned upside down if they're going to survive another airing, but just pointing an arrow at them isn't going to do it. I've seen some TV ads for Ask Jeeves that are much better, but I'm afraid there's no early right-hand page in the book for these boys.

For something hot and steamy this summer, give the Central Line a miss and sample Brazil at Selfridges. That's the message on these eye-catching posters. They're veritably dripping in good old South American sweat, but, as far as D&AD is concerned, I feel I must refer the jury to exhibit A: a poster of a Benson & Hedges pack melting on the side of a cinema showing The Heat of the Night. Sorry Brazil, but England scored first.

A peculiar ad for Teletext features a James Bond type-villain watching holidaymakers take over the world thanks to Teletext's low prices. I admire the attempt to do a holiday ad in a different sort of way, but this seems to be different for different's sake. The spooky guy with the weird eye makes me want to stay at home.

The WKD ads are trying so hard to be funny that they're not. There's nothing wrong with the message and it's well branded, but these ads don't make the cut. The guys in these all-too-familiar scenarios aren't so much wicked as just plain annoying. With so much ho-hum work out there, it's no surprise that only ads that are genuinely funny get into the book. Fart gags, I'm afraid, need not apply.

In the BT Broadband ad, there's a neat idea trying to get out. An audience rejects the music that a band are playing until they hear something that they like. The voiceover then tells us that you can create your own music station on BT Broadband. So far, so good. Unfortunately, the message is a bit rushed at the end, and in the ruthless world of awards judging, that's not good enough. So, it's a fifth press of the "no" button and goodbye to another £185 entry fee.

Finally, Attack-a-Snak. A brave attempt to liven up the world of children's snacks. We've got a bloke dressed as a girl spouting on about how good these weird-looking things are. Then his mum turns up and steamrollers his street cred. Children probably love it, juries almost certainly won't.

It hasn't got that certain cool that goes with being a D&AD entry.

So, nothing for next year's book in this batch, but no need to press the panic button just yet. There's still 28 weeks until the next D&AD deadline.

SELFRIDGES

Project: Brazil 40 degrees

Clients: James Bidwell, marketing director; Bev Churchill, head of

marketing

Brief: Amplify the passion and vibrancy of the in-store event and bring

the heat of Brazil out on to the streets

Agency: Mother

Writer: Mother

Art director: Mother

Photographer: Jaimie Brisick

Exposure: Listings magazines in London, Birmingham and Manchester,

four-, six-, 12- and 48-sheet posters

BT BROADBAND

Project: BT Launchcast - Unplugged

Client: Colin Wise, head of advertising, BT

Brief: Use Launchcast Plus to demonstrate the innovation of broadband

from BT

Agency: Fallon London

Writer: Simon Roseblade

Art director: Glen Gibbins

Directors: Speck & Gordon

Production company: Outsider

Exposure: National TV

ASK JEEVES

Project: Ask Jeeves

Client: Aylin Savkan, vice-president, marketing and product

Brief: Position Ask Jeeves as the "find engine" by demonstrating that it

gets you straight to the point

Agency: TBWA\London

Writer: Phil Martin

Art director: Phil Martin

Typographer: Alex Fairman

Exposure: National press

WKD

Project: WKD

Client: Karen Salters, marketing director, beverage brands

Brief: Continue to position WKD as the unpretentious "ready to drink"

brand for "geezers" building on the "have you got a WKD side?"

proposition

Agency: Big Communications

Writer: Craig Buzzel

Art director: Richard Davis

Director: Johan Gulbranson

Production company: Outsider

Exposure: National TV and cinema

KERRY FOODS

Project: Cheesestrings Attack-a-Snak

Client: Jane Hammond, marketing manager, cheese snacks

Brief: Maintain the brand's slightly anarchic, streetwise image

combining the fun and humour synonymous with Attack-a-Snak's advertising

Agency: Quiet Storm

Writer: Jo Wallace

Art director: Cat Campbell

Director: Trevor Robinson

Production company: Quiet Storm Films

Exposure: National TV

TELETEXT

Project: Teletext Holidays

Client: Mark Bell, marketing director

Brief: Make Teletext Holidays famous for thousands of great holidays

Agency: Delaney Lund Knox Warren & Partners

Writer: Jayne Marar

Art director: Remco Graham

Director: Us

Production company: Independent

Exposure: National TV and cinema

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