What refreshing honesty is to be found in the feature on page 24, in which a crop of leading planners tell the story behind the first ad brief they ever wrote. "I'd hesitate to call these ads in any way mine," Neil Dawson says of his efforts on behalf of the Sci-Fi Channel. David Golding remembers how his ad for Winalot dog food "finished with one of the worst endlines ever". No such false modesty among the creatives Campaign recently asked. Most of them seem to have hit the bull's-eye with their opening shot. Funny that.