PRIVATE VIEW: Malcolm Green, the joint creative director at Delaney Lund Knox Warren & Partners

Everyone's got a favourite word. Mine's kvell. According to Leo Rosten's Joys of Yiddish, it means "to beam with immense pride or pleasure, most commonly over your child".

And believe me, when it comes to my kids, I can kvell swell. However, as these NSPCC ads rightly point out, children aren't always a source of unbridled delight. As every parent knows, babies are born with the power to transform the sane into the psychotic. Oh, if only they popped out of the womb with a mute button, or umbilical cord attached to a copy of Toddler Taming, by Dr Christopher Green (no relation, yet highly recommended). Sadly, they don't and, since the demise of the extended family, many mums and dads are left largely to cope alone. In these intelligent print ads (obviously a younger sibling to the TV commercials), the NSPCC extends its brand into parental support, a good, proactive step in helping stop child abuse before it begins. And while I understand and recognise the situations and salute the craft behind the executions, I just wish they didn't leave me so cold.

Last week, I bought a T-shirt with a slogan on the front that read "Fashion Victim". My wife took one look and made me take it back. She said it felt like I was screaming to the world that - honest - I really am young, cool and trendy. "Trying too hard," she sniggered.

I mention this because the new Harvey Nichols campaign is built around the idea of fashion victims. There's fashion a-plenty in these ads: the fashion for "is it stock shot or is it real" photography; the fashion for "let's cut up the type and tape it back together" and the fashion for "at least one of these ads has got to feature football otherwise they'll spot we're posh". Like my T-shirt, the ads doth protest too much. Could be I'm not the target audience. Or maybe Harvey Nicks and my missus are engaged in a conspiracy to force me headlong into Marks & Sparks (which, incidentally, has a rather attractive range of light cotton-mix slacks in its men's spring collection ...).

Is it because time and IBA constraints don't allow us to cram a zillion-and-one details into idents that the best of them tend to rely on a single, simple thought, entertainingly executed?

I don't know if these Mini ads are idents but they feel that way. They're anarchic, funny but with a tone of voice that's forever Mini. Lesson for Harvey Nichols: "Cool is ... never having to say you're cool."

I've got a Clerical Medical policy. I think Nigel Long sold it to me.

This gives me a kind of (in)vested interested in these spots, for which the agency seems to have adopted the fund manager's approach - dull, safe and barely believable. And while I won't encourage CM to be too risky with my pension, I wouldn't say no to a touch of the George Soros pizzazz in their advertising.

The Kit Kat film stars the actor Jason Statham, who treats us to an actorly monologue about his love of Kit Kat. Actually, he doesn't even mention Kit Kat (probably in his contract). But we do get a nature lesson about the sad life of a salmon. People who know assure me that this salmon story isn't strictly accurate. But who am I to carp?

Of course, Jason's the sort you'll find lurking in the shadows of The Getaway, PlayStation's game of ultra-violence, bad language and dodgy dialogue. The commercials seamlessly mix live Point Blank-style footage with excerpts from the game. Great sound builds suspense and the whole thing feels big and vicious. I've got friends whose kids have reached the top in The Getaway, qualifying as fully fledged virtual killers.

Come on. Surely that's grounds for kvelling?


Project: "Full stop" campaign

Client: John Grounds, director of communications

Brief: Position the NSPCC as somewhere to turn to for parents before

they cross the line

Agency: Saatchi & Saatchi

Writer: Gavin Kellett

Art director: Nik Studzinski

Typographer: Roger Kennedy

Photographer: Jack Webb

Exposure: National press and magazines


Project: Brand campaign

Client: Julia Bowe, marketing director

Brief: Harvey Nichols is heaven for fashion addicts

Agency: BMP DDB

Writers: Dan Hubert and Amber Casey

Art directors: Dan Hubert and Amber Casey

Typographer: Pete Mould

Photographers: Piers North and Kieran Masters

Exposure: National press and cross-track posters


Project: 2003 brand campaign

Client: Sue Tunstall, head of marketing operations

Brief: Communicate the peace of mind of being with Clerical Medical

Agency: Partners BDDH

Writer: Murray Blacket

Art director: Steve Back

Director: Daniel Barber

Production company: Rose Hackney Barber

Exposure: National TV


Project: PlayStation

Client: Kevin McSherry, senior product manager

Brief: Show what happens when you take the safety net out of the gaming


Agency: TBWA/London

Writers: Chris Bovill and John Allison

Art directors: Chris Bovill and John Allison

Directors: Tom and Charlie Guard

Production company: Rogue Films

Exposure: European TV


Project: You are not a salmon

Clients: Liam Newton, head of brand marketing; Jon Lambert, brand


Brief: Kit Kat inspires the UK to take more breaks

Agency: J. Walter Thompson

Writer: Jonathan John

Art director: Nick Wootton

Director: Peter Cattaneo

Production company: Academy

Exposure: National TV


Project: 2003 cinema

Client: Emma Lowndes, marketing manager

Brief: Continue and develop the successful Mini adventure campaign into


Agency: WCRS

Writer: Andy Brittain

Art director: Yu Kung

Director: Traktor

Production companies: Traktor and Partizan

Exposure: Cinema

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