The Work: Private View

CREATIVE - Leon Jaume, creative director, WCRS

I've discovered that I'm officially too stupid to read The Economist (2). What a relief. I've always struggled to embrace the strange world conjured up by posters such as this week's "Never get stuck in a lift with your boss".

It's a place full of anxious men in trilbies - all played by a young Jack Lemmon - calling each other by their initials and slithering around the greasy pole. (No homoeroticism intended.) It's vice-president by 38 and The Fall and Rise of Reginald Perrin. I can almost hear CJ saying: "I didn't get where I am today by not reading The Economist."

But, of course, this is all denial. One of these ads eluded me completely.

It features a rectangle of material sewn to the poster. Hugh, one of WCRS's younger thrusters, tells me with skilfully veiled pity that this apparent scrap of denim is, in fact, a purple patch. He also tells me he reads The Economist. I'm still not sure whether he should be promoted or hustled off the premises.

Another leg-up in life is offered by Dunhill (1). These are beautifully produced ads showing various bits of pricey, masculine paraphernalia attached to vintage motors. There is a whiff of leather, engine oil and fraud about them. References in the copy to "the sporting gentleman" fool no-one.

Dunhill is clearly intent on creating a new breed of uber-chav.

More naked ambition is on display in the new Budweiser (3) ad. Hard on the heels of Coke, another US institution is muscling in on our national game. As a West Ham supporter, I was very unhappy. Sorry, force of habit.

That should have read, as a West Ham supporter I was very unhappy when Coke wormed its way into the football supporters' world with that ad a few years back about the blind Hammers fan. Coke, Superbowl? Yes. Coke, Upton Park? My arse. At least Budweiser has had the cunning to confront this by acknowledging the potential damage of Stateside meddling. It's insidious, despicable, blatant and, like the Coke campaign, rather good.

Everything else this week is pleasantly easy-going. We have the French chucking snowballs at each other in an Evian (5) ad, presumably to compensate for the lack of hostilities elsewhere.

We have the much-loved whimsy of the Xfm (4) breakfast boy, Christian O'Connell, on display in a spectacular A-to-Z of typefaces.

And we have a delightful invitation from Clarks (6) to laugh at ourselves, which only the churlish could refuse.

So there you have it: six different candidates, all with merit, offering a sweeping range of approaches. Now where haven't we heard that recently?

PLANNER - Simon Clemmow, planning partner, Clemmow Hornby Inge

One of the benefits of a brand having a big idea is that it doesn't always need excellent advertising. A genuinely big idea will sustain it through inevitable periods of lean budgets and less-than-great executions.

The Economist (2) is a good example - none of these posters is up there with, say, "'I never read The Economist.' Management trainee. Aged 42." But even if they serve to remind us of the highlights of this exceptional campaign, they will have done their job of giving the publication a badge value that, for example, puts it way ahead of Management Today and Harvard Business Review as adland's favourite business magazine.

Evian (5) has a big idea too - its Alpine provenance - which has made it the biggest-selling water around, despite never having had a decent ad as far as I can remember (with the exception of a simple poster showing a picture of the mountains with a headline saying "Welcome to our factory", or words to that effect). This TV execution almost undermines the big idea by presenting the Alps as one big, cheesy, shiny-happy-people snowball fight.

I like the Clarks (6) campaign. A series of TV commercials builds the idea of individuality by showing a range of different shoes and using the strapline: "Be your own label." The creative idea pulls off the difficult trick of making us laugh at the target audience as well as like them, by portraying endearing character traits as diverse as Britishness, greenness, energy and thrift.

In my view, Clarks is becoming a textbook case study of a successful brand repositioning. I hope sales are good - I'm told that they are.

I like the Dunhill (1) press campaign, too. The images are beautiful showcases for displaying products that are available today from a store that's been "equipping gentlemen since 1893". I'll visit the shop having seen these ads.

Finally, two pieces of tactical activity: one a campaign, one a single ad. The campaign is for the Christian O'Connell breakfast show on Xfm (4). It's a series of print executions with headlines such as "Alsatians, what is their problem?" and "Olives: perverts' food?", and the strapline: "Welcome to Christian's world." It's probably preaching to the converted. As a potential listener, my takeout is that it's trying very hard to be yoof and anti-establishment (yawn) and it doesn't sound very welcoming. I won't be tuning in.

The single ad is a TV execution for Budweiser (3), underlining its sponsorship of the FA Premier League. Bravely, it tackles the disconnect between Budweiser's US heritage and English football head-on, by rejecting its own comic improvements to the game and proposing: "You do the football, we'll do the beer." Unfortunately, this simply reinforces the disconnect and raises a question-mark over the relevance of the sponsorship.

I think it would have done better to take a leaf out of Nike's or Coca-Cola's book by trying to get under the skin of the game, rather than standing apart from it.

1. DUNHILL

Project: Equipping gentlemen on the move

Client: Paddy Byng, marketing director, Alfred Dunhill Menswear

Brief: Evolve the brand by communicating Alfred Dunhill's pedigree,

product functionality and exquisite quality to a discerning masculine

audience

Agency: Vallance Carruthers Coleman Priest

Writer: Bill Hartley

Art director: Giles Hepworth

Photographer: Jerry Oke

Exposure: National men's magazines, newspapers

2. THE ECONOMIST

Project: Spring poster burst

Client: Jacqui Kean, brand marketing manager, The Economist

Brief: Don't get left behind

Agency: Abbott Mead Vickers BBDO

Writers: Nigel Roberts, Andy McAnany, Ian Heartfield, Adam Rimmer, Tim

Riley, Richard Foster

Art directors: Paul Belford, Christian Sewell, Matt Doman, Pete Davies

Exposure: National posters

3. BUDWEISER

Project: Budweiser FA Premier League sponsorship

Clients: Oliver West, consumer marketing controller; Andy Pearcey,

consumer marketing manager, Anheuser-Busch Europe

Brief: Make the quintessential American beer a true part of the English

game

Agency: Rainey Kelly Campbell Roalfe/Y&R

Writers: Ted Heath, Mike Crowe, Nick Strada

Art directors: Paul Angus, Rob Messeter, Greg Mitchell

Director: Scott Vincent

Production company: Hungry Man

Exposure: National TV

4. XFM

Project: The Christian O'Connell breakfast show

Client: Charlotte Soussan, head of marketing, Xfm

Brief: Promote Christian O'Connell's breakfast show on Xfm

Agency: Mother

Writer: Mother

Art director: Mother

Design: Harriman Steel

Exposure: London poster sites

5. EVIAN

Project: Snowballing

Clients: Christine Renier, marketing director; Nick Brock, marketing

manager, Danone Waters UK

Brief: n/s

Agency: Euro RSCG London

Writer: Tim Swan

Art director: Miguel Soares

Director: Fred Garson

Production company: Bare

Exposure: National TV

6. CLARKS

Project: Spring/summer

Client: Ted Hart, marketing director, Clarks

Brief: Generate a positive disposition towards the brand and range

Agency: St Luke's

Writer: Tim Collins

Art director: Mike Hughes

Director: Steve Reeves

Production company: Another Film Company

Exposure: National TV