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

Many years ago when I was a young dewy-eyed creative, a pension adviser offered me some great words of wisdom to try to get me to start investing in a pension with him. They were: "Either you'll die before your money runs out or your money will run out before you die." Armed with these great words of wisdom, I did exactly what every 20-year-old would do. I continued to blow all my salary on girls and drink and didn't get a pension.

Pensions are hard things to sell but this week Norwich Union is having a go. There are two ads in the series, one featuring a 43-year-old woman telling us she still wants to act like a 17-year-old. In the other, a dad is talking about how his son will grow up. They both end with the thought: "Ready for tomorrow?" I think in a tough sector like this, this is pretty intelligent advertising. The scripts are well and emphatically written and nicely directed. I'm not sure how well branded a campaign this is but I'm sure Millward Brown will have the answer to that soon enough.

I have to admit I've been quite a fan of what Naresh and Dave have done for Ikea. It's been quirky and original and has done a lot to build what is, after all, a warehouse full of cheap furniture into a great brand.

The new campaign idea is "Elite designers against Ikea", which, as a thought, is a pretty good one. I much prefer the posters to the press ads. The posters work in a quick silly kind of way that we've come to expect from Ikea. The press ads just seem laboured and old-fashioned, I'm not sure they benefit from the headlines and body copy.

I saw the print for the new Clarks campaign a couple of weeks ago while flicking through a magazine and thought it was toe-curlingly dreadful. It featured a model walking down a street claiming "Nottingham is my New York" while wearing a dodgy pair of shoes.

I was filled with woe when I heard I had to review the TV work in the campaign. How could I possibly think of something nice to say about it.

Well I needn't have worried. This TV is absolutely charming. The casting is great, the tracks are good and even some of the shoes aren't bad.

Ford started to position the Mondeo as a safe family car, as far as I know, last year, with that really charming Tom and Jerry ad. The new ad set in a kind of hi-tech Finding Nemo world continues that theme but unfortunately someone forgot to press the charm button.

Now, last year, WCRS made 118 118 the most famous number in the country with some great advertising. So you can see why Phones4U beat a path to its door. These work in the same kind of way as 118 118, it's all about remembering the name. But instead of two runners, we have a bloke with a kind of Ted-Rogers-on-acid hand signal. Now this may not have the charm of the 118 118 campaign yet but I did see it on telly the other night and it does stand out like the proverbial dog's. In today's cluttered market that's more than half the battle.

I didn't really mean to leave this one till last, but I forgot probably because I was dreading it. There are six executions in the Carb Options campaign. The only thing of note I can think to write about them is that they are consistently dreadful.

Sorry to end on a downer but, all in all, a pretty good bunch this week.


Project: "Elite designers against Ikea"

Client: Frances Evans, external communications manager

Brief: Support the Ikea brand over the next three years against

ambitious sales growth

Agency: Karmarama

Writer: Naresh Ramchandani

Art directors: Dave Buonaguidi, Michael Roberts

Photographer: Henrik Halvarsson

Typographer: Jess Asparagus

Exposure: National six- and 48-sheet and Underground posters, national

press weekend supplements


Project: "Right now"

Clients: John Kitson, marketing director; Sally Shire, director of

marketing, strategy and communications

Brief: Encourage people not to put off financial decision-making

Agency: Abbott Mead Vickers BBDO

Writer: Nigel Roberts

Art director: Paul Belford

Director: Daniel Barber

Production company: Rose Hackney Barber

Exposure: National TV


Project: Carb Options

Client: Andrew Telford, marketing manager

Brief: Launch Carb Options as a simple, moderate solution for food

lovers who want to watch their carb intake

Agency: FCB London

Writer: Graham Pugh

Art director: Chris Walker

Photographer: Harriet Logan

Typographer: Martin Crockatt

Exposure: Monthlies, weeklies, cross-tracks, six- and 16-sheet posters


Project: Phones4U

Client: Suk Grewal, head of brand and communications

Brief: Build awareness and consideration of Phones4U

Agency: WCRS

Writer: Steve Little

Art director: Andy Dibb

Director: Brian Baderman

Production company: All Films

Exposure: National TV, cinema


Project: "Sea creatures" Ford Mondeo

Client: Steve Hood, marketing director, Ford of Britain

Brief: Launch the Mondeo ST TDCi, strengthening Mondeo's overall safety


Agency: Ogilvy & Mather

Writer: Dave Williams

Art director: Paul Burch

Director: Stuart Douglas

Production company:

Exposure: National TV


Project: Clarks autumn/winter brand 2004

Client: Ted Hart, head of UK consumer marketing

Brief: Reinforce Clarks' positioning as an everyday fashion brand and

communicate the autumn/winter range

Agency: St Luke's

Writer: Andy Drugan

Art director: Simon Friedberg

Director: Steve Hudson

Production company: Outsider

Exposure: National TV

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