PRIVATE VIEW: Mark Roalfe, the joint executive creative director at Rainey Kelly Campbell Roalfe/Y&R

I spent Thursday morning with the great and the good of advertising, judging the D&AD gold awards. Now it's Good Friday and I have to pass comment over these six pieces of work for Private View.

About 12 months ago, the Halifax went up for review. I remember it because we pitched for it. Delaney Lund Knox Warren & Partners won it and produced a truly populist campaign which shot to No. 1 in AdWatch. Now, it may not be my cup of tea but you have to admire it. And it seems other banks and building societies did - it led to a number of account reviews, Abbey National being one of them. So as the Halifax had the "common

touch by using real staff, Abbey has tried it by using real customers. Now, I'm not sure this campaign has the mass appeal of the Halifax. It may not go to No.

1 in AdWatch, it definitely won't win a gold, but it did keep Euro RSCG Wnek Gosper the business.

Next up is another bank, HSBC. This campaign makes no attempt to be populist.

It's aimed at businessmen and has a suitably business-like tone, like one of those ads that greets you all over the world in hotel rooms as you flick through the channels looking for something to watch. I presume this is a global ad - if it's not, I'm sorry, but it certainly has the feel of one. It even has one of those global endlines, "The world's local bank", that means everything and nothing at the same time. The ad really doesn't put a foot wrong, but I'm not sure it puts one right either.

Over the next few days, I expect to put on a few pounds after stealing and eating all my children's Easter eggs after they've gone to bed. So I'll probably be needing some of St Ivel's new low-fat yoghurts. This campaign from Abbott Mead Vickers BBDO feels slightly formulaic, the idea being "there must be more enjoyable ways to stay in shape

and showing women going through hell to keep trim. But we're all guilty of using formulas once in a while. The ads have a nice lightness of touch and are pretty hard-working considering they're 20 seconds long. Maybe not D&AD gold but very solid.

In the week ITV Digital seems to have slipped off this mortal coil, the BBC bring us a new digital channel, BBC4. I'm told it is like Radio 4 except on TV. The endline, which I think is great, "A place to think", reflects that. The ads-come-trailers show thought-provoking moments in Jesse Owens', Mary Shelley's and Ian McEwan's lives. I'm not sure the ads are as good as they could be considering the endline, but I look forward to BBC4 next time I'm stuck in some distant hotel room and can't face any more CNN.

Now to this week's press. Firstly we have a campaign for the National Lottery. Again, I really like the endline thought of "Who needs talent?" but the ads themselves feel as though they could have been pushed far further. But this may be the start of the campaign so hopefully we can look forward to it being pushed.

Finally there is the TAG Heuer campaign. I remember when Bartle Bogle Hegarty first did this campaign - the type was great, the layout beautifully simple and the photography was really powerful. Everything this new campaign hasn't got. I don't know if BBH still does this and if it does I'm sorry. TAG are fine watches and deserve advertising like BBH gave them.

Well, that's it, sadly no D&AD golds this week, it was pretty much business as usual. Anyway I must go now and find where the children's Easter eggs are hidden.

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