The Work: Private View

CREATIVE - Rooney Carruthers, creative director, VCCP

I used to love Camberwick Green and Trumpton when I was a boy. It was so innocent, so English, and so proper. What a shame those days will never return. Well, they have in these ads for Quaker Oats (1). Very simple, very well voiced-over and very well done. I wish I'd done them. Thank you, Windy, for bringing a smile to my face.

Art-directing ads for the Tate Britain (4) gallery is very difficult, but it should be as rich as an impressionist's palette or Andy Warhol's New York basement. The headlines are just recreational information and the framed masterpieces look like stamps. The Tate Britain should be far more adventurous than this. I do not know who the target audience is, so I can't be that critical. There seems to be something of the dramatic Turner missing.

McDonald's (5) is now trying to force its healthy American sandwich into our delicate little pinkies. It's enough to have the Earl of Sandwich turning in his gravy. Guess what, these sandwiches are even topped with horseradish and mustard! And apparently they're a throwback to the sandwiches our mothers used to make for us. Cobblers! I know which one I'd prefer - the curled-up crust filled with corned beef, cheese or tinned salmon.

Two years ago, I read somewhere that the sandwich was outselling the burger, so McDonald's has obviously diversified. As far as this ad is concerned, you don't have to sell the English public what makes a good sandwich.

They've just tarted it up a bit with toasted bread and a Welsh accent. This is definitely not the best thing since sliced bread. (Thanks Ken).

What's with it with these sheep? Sheep doing ads for the Co-op, sheep doing Air Wick (3)Emmerdale idents. The sheep get a whiff of the air-freshener and start doing very right-on aromatherapy. These idents probably relate to Emmerdale but they're advertising wallpaper. Very, very unnoticeable; even the animation is as dull as dishwater!

Wow! I just experienced the Sony Ericsson (6) TV ad. A guy gets into his car, he hits his phone and the music starts. Classic action car-chase stuff. In his imagination, he is chased by two baddies. Fantastic. Explosions, firebombs, leaping from buildings and car crashes. Bang. This ad is great fun. There is even time for some product demonstration and a good gag.

Think Barry Manilow and Copacabana. Perfect for Sony. The soundtrack to your life.

All together now: "Oh what a beautiful morning, oh what a beautiful day." It's singing fruit and veg for V8 (2). It's Delaney Lund Knox Warren & Partners doing another song-and-dance routine. Very unoriginal, chaps. Put another record on! PLEASE!

MEDIA - Amos, founding partner, Gum

Windy Miller in secret Casanova shock expose - hard not to love this Quaker Oats (1) ad if your childhood memories include the whole surreal vanguard of daytime children's TV programmes of the 70s. Who can forget Trumpton? What was Fingerbobs all about and what exactly did Charley say?

While the humour in this piece is gentle, it manages to be both entertaining and informative as to the brand values of Quaker Oats. Liked it.

As part of the continuing campaign by McDonald's (5) to reposition itself as a global neighbourhood deli, we now have a trusty, down-to-earth Welsh guy eulogising the beauty of the doorstop sarnie. No idea if this will work - as far as I'm concerned, it's all about the Mac.

Interesting that the essence of holistic-centred homeopathy has found its way into the heart of the Air Wick (3) with the wonderful vision of a flock of spiritually enlightened sheep practising Tai Chi, presumably under the watchful eyes of those hardy Emmerdale farmers. What are they on?

The absolute nuts. Exciting, dynamic, widescreen big-time movie action in a 60-second segment. A beautifully evocative car chase unfolds in the spirit of Bullit, while demonstrating the Sony Ericsson (6) mobile phone's ability to provide the soundtrack to our lives. And what a blistering soundtrack it is, switching from thrash metal to urban breakbeat in a flash. Having pumped up the tension, the hero and the audience are given an immediate state change with the introduction of Copacabana. This mini-epic then segues into humour and leaves us with a big smile. Embedded in this piece is Sony Ericsson's answer to the iTunes/Motorola collaboration, reminding us it was Sony that brought us the Walkman revolution. Like watching Ali square up to Foreman, we wait with bated breath to find out who's the daddy.

In my youth, I lived for some years in the US and my memories of the original V8 (2), a thick vegetable juice concoction containing tomato, celery etc, are not great. The brand knows this would not fly in the UK and so gives us a much friendlier, fruitier version - personified in the chirpy world of Arnold the Apple and Billy and Betty Banana, with a vicious-twist ending worthy of a slasher flick. While the piece is skilfully executed, I'm not quite sure how my three-year-old daughter will take the brutal destruction of Arnold the Apple. Will this early trauma lead her to a lifelong distrust of blenders and smoothies, thereby causing her to miss out on the vital nutritional benefits of a fully balanced diet? Is this what the brand wants?

The Tate Britain (4) and the Tate Modern are fantastic British institutions providing inspiration to artists and creative people from around the world.

While I am not too clear about the message behind this campaign, I have nothing but love for all things Tate.

1. QUAKER OATS Project: Windy Miller Client: Karen Goffe, marketing director, Quaker Brief: Get people to believe in the simple, satisfying nature of oats Agency: Abbott Mead Vickers BBDO Writer: Dave Buchanan Art director: Mike Hannett Director: Ken Lidster Production company: Loose Moose Exposure: National TV, cinema 2. V8 Project: Oklahoma Client: Ashley Bast, head of new-venture team, Campbell's Brief: The new V8 range is the tasty way to get your vegetable goodness Agency: Delaney Lund Knox Warren & Partners Writer: Vicky MacGuire Art director: Ronnie Brown Director: Michael Wright Production company: Partizan Exposure: National TV, press 3. AIR WICK Project: Animals Client: Thomas Bittinger, marketing director; Gustavo Viegas, marketing manager, Reckitt Benckiser UK Brief: Support the brand and communicate different ranges of fragrances Agency: Euro RSCG London Writer: Tim Langford Art director: Dave Burn Production company: Lime Exposure: Emmerdale idents 4. TATE BRITAIN Project: Tate Collections Client: Will Gompertz, director of communications, Tate Britain Brief: Tate Britain gives you a fresh perspective on British art Agency: Fallon Writer: Juan Cabral Art directors: Juan Cabral, Richard Flintham Exposure: Posters, Underground escalator panels, leaflets, online 5. MCDONALD'S Project: Toasted Deli Sandwich launch Client: Laurie Morgan, head of marketing, McDonald's Brief: Develop a launch campaign for McDonald's Toasted Deli Sandwich that establishes it as a high-quality product in the great tradition of the British sandwich Agency: Leo Burnett Writer: Alistair Wood Art director: Paul White Director: Steve Reeves Production company: Another Film Company Exposure: Posters, press, national TV, radio 6. SONY ERICSSON Project: Catch a thief Client: Dee Dutta, corporate vice-president head of marketing, Sony Ericsson Brief: Launch Walkman phones into the market and make the first one in the family, the W800, the ultimate device to carry the soundtrack to your life Agencies: Bartle Bogle Hegarty, Dare Writers: Ian Williamson (BBH), James Cooper, Fiona Button (Dare) Art directors: Gavin Lester (BBH), Emma Hogan, Emily Gardiner, Matt Firth (Dare) Director:Jim Jenkins Production company: Hungry Man Exposure: International TV, cinema, print, outdoor, online, PR, in-store