Private View: Jonathan Burley, the creative director at HHCL/Red Cell

Christ. Just back from a pitch, adrenaline sweat barely dried beneath the arms of my now-beginning-to-look-equally-baggy-eyed suit (pitches, weddings, funerals, bar mitzvahs), and there, squatting amid the rat's nest of my desk, is the Private View jiffy bag. Glaring at me reproachfully, muttering darkly to itself about deadlines and stuff. Best crack on, then, bleary-eyed though I am. Now here's a wide-awaker. The new Honda epic. And what an epic it is.

Blimey. Ninety so-too-short seconds of animated adbliss that I would hate to sully by trying to describe properly. Enough to say that it is gloriously, heart-breakingly rendered, has flying diesel engines and grumpy suns and flamingos and rams and rabbits, oh my, there's a song about hate to bring a smile to the hardest of advertising hearts, and in my ever-so-humble it even manages to kick the shiny arse of the beloved "cog". I'd actually brave the piss-and-popcorn huff of my local Odeon in order to catch it in the flesh, which is saying something. Lovely, lovely, lovely.

Maybe I'm softened by sleep deprivation, or blissed out by Honda, but the rest of the jiffy bag innards all seem rather ... nice, actually. Apart from the Cobra posters, to be fair. Not nice, not nice at all, just very, very nonsensical. How on earth can a beer be "an inspired blend of hops, maize, yeast, barley malt, rice and determination"? Determination?

What exactly does life throw up to hinder the progress of this curry-house staple? What is it they strive against, these determined master brewers? What obstacles do they overcome with an admirable, steely resolve?

The Peter Jones posters, they are nice. Slightly familiar, perhaps, won't be forcing themselves on to anybody's Poster Of The Year list (I'm told such things exist in advertising circles), but nice all the same, restrained and comfortable and thus very Peter Jones.

And the Teacher Training Agency campaign is rather pleasant, too. It might be the tiredness again, but I found myself oddly moved by the thinking behind these particular spots. A job is only as rewarding as the people you work with, seems to be the idea, and I love the elevation of schoolchildren to the heroes of the campaign.

Inspiring. A little predictable in the execution, perhaps, but inspiring nonetheless.

The new Ford Fiesta ad seems a sweet follow-up to DDB's "tough little Polo" ad from last year, this time with a teeny Fiesta being chased around an ice-hockey pitch by giant hockey players instead of a teeny Volkswagen being chased around a Wimpey Home by giant Daily Mail readers. Truly ghastly endline, though: "Another Ford Fiesta fantasy." Glad that the whole "fantasy" thing was cleared up, there.

Otherwise, consumers might, you know, worry that they would be spending an awful lot of cash on a very, very small family car.

Finally, as weariness bites and spell check becomes an increasingly blessed thing, the new Ariel ad, which is also pretty decent. Proper old-school advertising, where an Eskimo-type lass washes her babygro in an ice-hole to prove the effectiveness of the cunning powder at low temperatures. Nicely shot, nicely put together, just nice.

Intriguingly, the tape I was sent had two versions of this commercial on it, one thrillingly titled: "Irish version." Anticipating a remix with leprechauns and rainbows and Michael Flatley washing Shane McGowan's drawers on a chilly Dublin day, I watched with bated breath. Sadly, it was the same ad, with an Irish voiceover at the end.

To bed, then. Unable to resist the siren call of cotton sheets any longer.

Nighty night X.


Project: Cobra "art values"

Client: Simon Edwards, marketing director

Brief: Bring to life the values that allowed Cobra to succeed against

the odds

Agency: Joshua

Writer: Christian Clark

Art director: Rod Clausen

Photographer: Dylan Collard

Typographer: Joshua

Exposure: Press and tube cards


Project: "Ice fishing"

Client: Martin Stead, brand manager, Ariel UK

Brief: Promote the fact that Ariel Biological washes well in cool


Agency: Saatchi & Saatchi

Writers: Kevin Jones, Dave Askwith, Hussain Moloobhoy

Art directors: Kevin Jones, Dave Askwith, Hussain Moloobhoy

Director: Luke Scott

Production company: RSA Films

Exposure: National TV Ford of Europe

Project: "Ice hockey"

Client: Bruno Ravella, advertising manager

Brief: n/s

Agency: Ogilvy & Mather

Writer: Neil Elliot

Art director: Mark Hendy

Director: Daniel Barber

Production company: Rose Hackney Barber

Exposure: European TV


Project: "Gorgeous"

Client: Evelyn Strouts, head of advertising and branch marketing

Brief: Encourage reappraisal of the newly refurbished Peter Jones as a

store where even everyday items are gorgeous

Agency: Burkitt DDB

Writer: Phil Webb

Art director: Tony Curran

Photographer: Angus Fraser

Typographer: Alison Wills

Exposure: Posters, women's glossies, lifestyle press


Project: "Most exciting people"

Clients: Michele Ombler, head of campaigns; Jeeve Gupta, campaign


Brief: Convince people that teaching children is an enjoyable job

Agency: DDB London

Writer: Simon Veksner

Art director: Nick Allsop

Director: Lucy Blakstad

Production company: The Brave Film Company

Exposure: National TV


Project: Honda diesel

Client: Matt Coombe, marketing communications manager

Brief: Launch Honda's new i-CTDi diesel engine

Agency: Wieden & Kennedy

Writers: Sean Thompson, Michael Russoff, Richard Russell

Art directors: Sean Thompson, Michael Russoff, Richard Russell

Directors: Alan Smith, Adam Foulkes

Production company: Nexus Productions

Exposure: TV and cinema

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