DIARY: Pick of the week - Pimm's

Jeremy White rejoices in Mother's latest ads for Pimm's: "This simple idea could have easily bombed but due to excellent writing and equally good casting with Alexander Armstrong, Mother manages to show others how to 'do funny' once again - if only the Egg ads were half as good.

The May issue of Campaign Screen - featuring the best new ads - goes to the Mother art director, Al Maccuish, and the copywriter Darren Bailes.