Private View: Ben Priest, the creative director at Rainey Kelly Campbell Roalfe/Y&R

"Good but not great. Keep going." These were the words my old boss, Steve Dunn, would mumble as he handed back the pile of layouts you'd just showed him. The process would be repeated at the end of each day until, on Friday evening, Steve would get the 60 or so ads you'd done that week and lay them out on his office floor. After a moment's contemplation, he would point at the winner and away you scuttled.

Often it would be an idea you'd had on the second or third day but that wasn't the point. Steve expected you to keep going. He wanted you to travel to all four corners of a problem and then check under the carpet to see if there was anything you'd missed.

Only then was he happy to choose.

I wonder how many of this week's submissions called their search off prematurely and how many went the distance?

First up is a new commercial for Hellmann's mayonnaise. It's well written, well shot and well funny. Besides, any endline with the words "big dollops" in it is alright by me.

The BBC is promoting a new series on BBC2 called If. Unfortunately, having watched the trail, I was left none the wiser as to what this show is about.

Whether it's an expose of Exeter's cat-juggling triad gangs or a romcom starring Pauline Quirke I know not, but I can tell you it starts at 9pm on Wednesday 10 March 'cos it said so in a super at the end.

Honda's television work of the past year or so has been nothing short of brilliant. Here we have some print ads from the same agency. They don't conform to the traditional rules of press advertising, which has to be a good thing. Though more softly spoken than the TV, spend a moment with these ads and you'll find the same vision and passion come flooding off the page.

Lynx is launching a new fragrance called Touch. The accompanying commercial is packed full of sweaty, scantily clad uber-babes. There are worse things to watch but, for me, it's not quite up there with the very best in this brilliant campaign. Idea-wise, I think we could have done with a bit more flesh on the bone.

Next, a new campaign for Trebor Extra Strong Mints starring Al Murray and the line: "So fresh they make your dongue tizzy." Spoonerisms, tongue twisters, call them what you will but I've seen ideas like this before.

I've also seen Murray be much funnier than this before and punters won't fail to spot that, either.

Finally, the new Halifax commercial. Members of staff begin to sing "We are saving" to the tune of Rod Stewart's We are Sailing. They then sail their building, in a Crimson Permanent Assurance stylee, out of the financial district and on to the high seas. As the sun sets, we see Howard and a blonde, female member of staff in a full Leonardo and Kate pose at the front of the ship. Finally, hundreds of employees gather on the roof of the building, holding lighters aloft and swaying in time, as they sing the final bars of the tune.

Having had my coffee checked for traces of hallucinogenic drugs, my only conclusion is that this time, gentlemen, you have gone too far.

So there we have it. Some good, some pretty good and some that are, well, you know. And the moral of the story? If in doubt, keep going.


Project: Power of dreams

Client: Matthew Combe, marketing communications manager

Brief: Explain and demonstrate Honda's commitment to its power of dreams

philosophy and illustrate the way in which Honda thinks differently from

any other car company

Agency: Wieden & Kennedy

Writers: "Stamp", Sean Thompson, Richard Russell; "tap", Simon

MacTaggart, Nick Darken; "pencil", Tony Davidson, Kim Papworth

Art directors: "Stamp", Sean Thompson, Chris Groom; "tap", Tony

Davidson, Chris Groom; "pencil", Sean Thompson, Richard Russell

Typographer: Chris Groom

Photographer: Guido Mocafico

Exposure: Weekend supplements


Project: We are saving

Client: Chris Mawson, head of brands marketing

Brief: Launch the UK's biggest regular savings rate

Agency: Delaney Lund Knox Warren & Partners

Writer: Malcolm Green

Art director: Gary Betts

Director: Simon Green

Production company: Large Corp

Exposure: National TV


Project: Touch

Client: Emma Connolly, senior brand manager

Brief: Touch is the best way to touch someone without physically

touching them

Agency: Bartle Bogle Hegarty

Writer: Claudia Southgate

Art director: Verity Fenner

Director: Daniel Kleinman

Production company: Large Corp

Exposure: Global TV and cinema


Project: Trebor mints

Client: Catherine Archer, brand manager

Brief: Relaunch Trebor mint range

Agency: Vallance Carruthers Coleman Priest

Writer: John Peacock

Art director: John Peacock

Director: Steve Bendelack

Production company: Large Corp

Exposure: National TV


Project: If

Client: Fiona Eastwood, marketing manager

Brief: Are you ignoring the warning signs?

Agency: DFGW

Writer: Dan Gorlov

Art director: Rachel Le Feuvre

Director: Steve Cope

Production company: BBC Broadcast

Exposure: National TV


Project: The big dollop

Clients: Chris Springford, business group director; Sophie Johnston,

marketing manager

Brief: Encourage people to dollop Hellmann's mayonnaise on everyday good


Agency: Lowe

Writer: Ed Morris

Art director: Ed Morris

Director: Daniel Kleinman

Production company: Large Corp

Exposure: National TV

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