PRIVATE VIEW: Malcolm Duffy, a creative partner at Miles Calcraft Briginshaw Duffy

As the Cannes tans fade, the Americans polish their Grand Prix and the owners of the Gutter Bar retire to the Caribbean, the British must once again gird their loins for an assault on next year's awards. On the evidence of this selection, there's a lot of work to do.

There are two posters for Seeds of Change which take the novel approach of turning the consumer into the consumed. If a shark or lion were to eat us, it would be better if we were 100 per cent organic, goes the rather strange thinking. Like most ads nowadays, these posters don't tell us very much at all, so I decided to ring the helpline on the bottom of the ad. A very friendly woman couldn't tell me much about Seeds of Change either, but she did offer to send me a leaflet. And I thought posters were meant to be instant.

Next it's the BBC. Is it just me, or are the intervals between programmes now longer on the BBC than ITV? I think they should just put them all together and have a weekly programme called trailers. I've nothing against the BBC trying to promote itself, but running idents to tell me that summer is here is like running spots at midnight to tell us it's dark outside. The shots of people's tootsies are beautiful, but a nagging question remains.

Instead of showing us people enjoying themselves outside, shouldn't they be trying to get people to stay in and watch telly?

Having got my pulse racing, it seems a good time to talk cholesterol reduction. The British Heart Foundation has produced a simple ad explaining that we should stop worrying about the things we worry about (losing hair, getting wrinkles) and start worrying about the thing we don't (cholesterol).

The animation is good, and the ad is clear enough, but NSPCC "cartoon" it's not.

Wall's is on the walls with a bunch of new posters. I'm sure its pots of Carte D'Or are delicious, but these ads don't leave a particularly nice taste. We're exposed to a selection of corny puns and corny shots that wouldn't make the cut in a Carry On film. Whatever happened to the great British poster?

Hutchison 3 has gone down the "they said it wouldn't happen route" with a series of vignettes showing moments from the past when man was proved wrong. It's obviously hoping (nay, praying) that video mobiles aren't confined to history's dustbin. The choice of music is good (T-Rex's Children of the Revolution), but for an exciting piece of new kit, I find the whole feel of the ad a bit old-fashioned. I don't think video mobiles are a passing phase, I think consumers are simply waiting for someone else to get one first. After all, who did Alexander Graham Bell call with the news he'd invented the phone?

Finally, the pick of the bunch, Peugeot 307. A guy looks in horror as bad things happen to his car. A barrier bashes it on the roof. A skip blocks him in. A shopping trolley nearly crashes into him. All driving neatly towards the punchline: "Terrible thing, envy." The ad is beautifully shot, with a haunting track, but the scene where the piano falls on the car is a bit like the falling piano scene in Dunlop "unexpected". Cannes jurors will almost certainly classify this as plagiarism and boot the ad into touch.

Better luck next week.

WALL'S

Project: "Show them the Carte D'Or"

Client: Gaby Vreeken, business director, ice-cream

Brief: Create a press campaign to accompany the TV campaign to relaunch

Carte D'Or and introduce the Fruit and Fresh range

Agency: McCann-Erickson

Writer: Neil Clarke

Art director: Jay Phillips

Typographer: Gary Todd

Photographers: Chris Frazer-Smith and Paul Bevitt

Exposure: National women's press

BBC

Project: BBC summer

Clients: Gail Nuttney, head of youth marketing; Luca Antilli, BBC Radio

planning; James Wood, Radio 1 marketing manager; Chris Travers, Radio 3

and Radio 4 marketing manager

Brief: Develop a campaign that packages together the BBC core summer

output

Agencies: Fallon and Duffy Design

Writer: Andy Johns

Art director: John Cross

Director: Joanna Bailey

Production company: Serious Pictures

Exposure: National TV

MASTERFOODS

Project: Seeds of Change

Client: n/s

Brief: Communicate awareness and establish a distinctive personality for

the brand Agency: TBWA\London

Writer: Peter Reid

Art director: Carl Broadhurst

Typographers: David Lidster and Richard Kennedy

Illustrator: Martin O'Neill

Exposure: National press

PEUGEOT

Project: "Envy"

Client: Dean Drew, advertising director

Brief: Bring the 307, Peugeot's good-looking family car, to life

Agency: Euro RSCG Wnek Gosper

Writer: Angus Wardlaw

Art director: Alexei Berwitz

Director: Fredrik Bond

Production company: MJZ

Exposure: National TV

HUTCHISON 3

Project: "Open your eyes"

Client: Betty McBride, director of marketing communications

Brief: Show that 3 is the natural next step

Agency: TBWA\London

Writer: Simon Hardy

Art director: Steve Williams

Directors: Steve Williams, Simon Hardy and Lee Donaldson

Production companies: TBWA\London and Moon

Exposure: National TV

BRITISH HEART FOUNDATION

Project: "Worries"

Client: Colin Gruar, marketing director

Brief: Raise awareness of high cholesterol as the major risk factor for

heart disease in the over-45s

Agency: Partners BDDH

Writer: Dave Shelton

Art director: Liz Whiston

Director: Jim Le Fevre

Production company: Nexus

Exposure: National TV