PRIVATE VIEW: Paul Weiland, a director at The Paul Weiland Film Company

We're all going on a summer holiday.

No more working for a week or two.

Fun and laughter on a summer holiday.

To make our dreams come true

Oooh oooh for a week or two.

Funny that Campaign should invite me to write my first Private View when 95 per cent of its readers are out of the country on their holidays. What exactly is it afraid of? Doesn't it know that one mellows with old rage?

So for those 150 poor bastards left minding the shop, here's my very Private View.

In the latest Impulse television campaign the girls are no longer acting on impulse, that's due to the fact that they're not wearing any. In the four commercials we see several men about to suffer a horrible death (where is the BACC when you need it?). The girls will not lift a finger to save them, let alone their arms. Death by drowning is obviously preferable to death by armpit. These ads made me smile, but once you've seen one you've seen them all. But they did work on another level. Watching them made me feel quite nervous putting my extra dry Impulse to the test. It held up, not a sweat ring in sight.

The creative team behind the latest Coca-Cola TV commercial will be delighted to know that my sister-in-law Sarah is a really big fan. You know what family are like - the moment they see an ad on the television they think is good, they immediately assume it's yours. "Did you do that brilliant new Coke ad? You know, the one with the handsome guy taking his girlfriend for a spin on his cool lawnmower? "Oh, that one, you casually reply, never having set eyes on it before. "Of course I did. How clever of you to spot that! So I apologise now to the real director for stealing the credit, but you don't want to disappoint your own family, do you? Unfortunately I don't think I'll be taking the credit for the Coca-Cola press and poster work. What exactly are they suggesting when they ask you to get your hands on a contour? They certainly aren't recommending we drink the stuff. Looking at the pictures it appears as if they are encouraging men to swallow a six pack whole. And as for the girl, what on earth is she doing with her right hand? I suppose they are visually trying to point out that a Coke bottle fits nicely into your body. Mary Whitehouse would turn in her grave.

I continue to put the boot in with the latest Clarks commercials. These ads used to have a great story to tell. Wasn't it something to do with protecting children's feet with proper fitting shoes? This fast-cutting commercial left me with the impression that children are better off dancing barefooted than they are in Clarks shoes. That can't be right can it?

If Stella Artois is not fleecing us enough for its beer, it's now trying to fleece us for the glasses. After all, doesn't it make perfect sense to drink the world's most expensive beer from the world's most expensive glasses? Having said that, the ads do a stylish job. I do hope they follow up with a set of reassuringly expensive beer mats.

Finally, it's left to Cussons Imperial Leather to clean up international athletics. And what an amusing job it does of it. The commercials are witty and well executed. It couldn't have been the easiest of briefs so the creatives deserve a medal for their efforts.

I'm off on holiday myself now. So that's another person who won't be reading my Private View.

Project: Contour bottle relaunch
Client: Sarah Marsh, marketing manager
Brief: Inspire a thirst for the Coca-Cola classic contour bottle
Agency: McCann-Erickson
Writer: Ivor Jones
Art director: Gary Woodward
Typographer: Gary Todd
Photographer: Morten Laursen
Exposure: National outdoor

Project: Summer
Client: Sarah Marsh, marketing manager
Brief: Build Coke's link with summer
Agency: McCann-Erickson
Writer: Paul Turner
Art director: Paul Sharp
Director: Paul Street
Production company: Streetlight Films
Exposure: National TV

Project: Commonwealth "fun and games"
Client: Dominic Box, marketing director
Brief: Communicate that Imperial Leather is a sponsor of the
Commonwealth Games
Agency: BDH/TBWA
Writer: Gary Hulme
Art director: Danny Brooke-Taylor
Director: Dom Murgia
Production company: Onward
Exposure: National TV

Project: Stella Artois glass launch
Client: Karen Waring, marketing manager
Brief: Make the Stella Artois glass desirable, in advance of a promotion
in supermarkets
Agency: Lowe
Writer: Sarah Naughton
Art director: Alistair Ross
Typographer: Lynne Macintosh
Photographer: Andy Grimshaw
Exposure: National press and weekend supplements

Project: Clarks children brand campaign
Clients: Ted Hart, advertising manager; Rosemary Carr, marketing
Brief: Clarks doesn't just do school shoes for children
Agency: St Luke's
Writer: Ruth Jackson
Art director: Nick Simons
Director: Lisa Rubisch
Production company: Harry Nash
Exposure: National TV

Project: Impulse anti-perspirant
Client: Margarate Jobling, brand director
Brief: Extend the "free your arms" campaign
Agency: Bartle Bogle Hegarty
Writer: Mark Hunter
Art director: Tony McTear
Director: Johan Renk
Production company: Rose Hackney Barber
Exposure: National TV and cinema

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