PRIVATE VIEW: Paul Briginshaw, the joint creative director at Miles Calcraft Briginshaw Duffy

David Abbott once said this to me after one of my ads had been given a mauling in Private View: "It only really hurts if you know it to be true." Like a lot of things he says, it seems to work.

In the Purdey's commercial we see a man pulling at his skin. It gets more and more elastic, eventually stretching like a huge piece of chewing gum. A title appears - "overstretched" - and then the pack appears with the word "redemption". It's not the first time I've seen people being stretched (did it myself for mortgage repayments). The commercial redeems itself by being very well done, with good effects, casting and music.

Another energy drink is up next. The endline is: "Lipovitan. Everyday greatness." We see everyday people behaving normally as they put up with the boring and annoying things that take the vim out of us each day. Except that these folk are dressed as superheroes. I know we've seen a googol of ads with superheroes in them and that just about every student book has at some time had a superhero script in it but I've never seen this twist on the genre before and that's why I like them.

There's a new number we're supposed to remember. It's 118 118, the new directory enquiry line. In a creditably daft campaign, two runners with 118 on their vests scurry about town telling everyone that they've got their number. The runners are like members of Spinal Tap in gym kit (one of them is a dead ringer for the bassist). It's a neat way to get the number into our heads and no-one could complain about the branding. The media buying needs to be judged perfectly, if it's over-exposed this could easily be annoying.

Dotcoms are back with one called uk. It's an online magazine for women offering a huge range of tips and information on everything from blow drying to blow jobs. The ads capture the range of the site and are laudably clean and simple but they could have been better, given the subject matter. A bit more time being tougher on the ideas wouldn't have hurt. (The prune's been done before for skin care and the pear's been done before for big bottoms.)

Club 18-30 has hijacked The Economist poster campaign and taken it to Magaluf. Some people say imitation is the sincerest form of flattery, others say it means you can't come up with your own idea. Me, I love a good pastiche and I think this is fun. It follows in the footsteps of Carling spoofing Levi's "laundrette" and Lilt spoofing "odyssey". I can't think of two more opposite brands, which is probably what makes me giggle mischievously at the whole idea. Of course, it's a hell of a lot easier writing willy gags than writing the real Economist ads, which are still right up there. See what I mean?

From a campaign that may put a few noses out of joint to one that features a metal nose. Welcome the Orange hard-nosed businessman. The manic yet strangely endearing pinstriped boss walks and talks us through the benefits of signing up to Orange Business. This guy is clearly one bogey short of a proboscis in everything but his choice of Orange. He personifies the tough and frenetic world of business today. Some of the spots are funnier than others but it's a big, intrusive, relevant idea. It wins this week by a nose.


Project: Orange Business

Clients: Jeremy Dale, vice-president of UK brand marketing; Cynthia

Gordon, marketing director

Brief: Position Orange as a serious player in business

Agency: Mother

Writer: Mother

Art director: Mother

Director: Garth Jennings

Production company: Hammer & Tongs

Exposure: National TV

CLUB 18-30

Project: Club 18-30 Economist

Client: Clare Burns, marketing manager

Brief: Poster campaign to target young urban professionals

Agency: Saatchi & Saatchi London

Writer: Paul Ewen

Art director: Andrew Clarke

Typographer: Scott Silvey

Exposure: National posters


Project: Purdey's

Client: Katie Rawll, brand controller

Brief: Communicate Purdey's rejuvenating properties

Agency: Barrett Cernis

Writer: Jonathan Eley

Art director: Ray Barrett

Director: Giles Greenwood

Production company: Great Guns

Exposure: National cinema


Project: The Number launch

Client: Alex Lewis, brand communications director

Brief: Launch The Number 118 118 as the leading provider for new and

improved directory assistance services and the default choice post-192


Agency: WCRS

Writer: Steve Little

Art director: Andy Dibb

Director: Jim Hoskins

Production company: Partizan

Exposure: National TV


Project: Lipovitan relaunch

Client: Alex Armstrong, marketing manager

Brief: Relaunch Lipovitan as a vitality-giving health drink, avoiding

the lifestyle cliches of the sector

Agency: Label

Writer: Label

Art director: Label

Director: Simon Green

Production company: Stark Films

Exposure: London TV


Project: relaunch

Client: Selia Bellanca, marketing director

Brief: Raise brand awareness and product understanding, and drive

traffic to the site

Agency: Team Saatchi

Writer: Jenny Lewis

Art director: Mike Middleton

Typographer: Nick Thompson

Photographers: David Rowland and Rory O'Malley

Exposure: Tesco media