PRIVATE VIEW: Peter Souter is the executive creative director at Abbott Mead Vickers BBDO

Al Young fascinates me. Not the Al Young who used to work with Trevor Robinson and won all the prizes in the early 90s. He got there first and is therefore relatively normal. The Al Young who concerns me is the one making such a splendid job of running St Luke's.

Why doesn't he change his name?

Even going to Alan Young would make a difference. Or perhaps Will Young, then at least he'd get mixed up with someone in a different line of work.

What about Crosby Stills Nash and Young? Nobody is really using that anymore and he'd sound like an ad agency all on his own.

Anyway, for reasons best known to himself, Al Young pays no heed to the cock-up on his business card and gets on with creating nice BT commercials.

Last year's "arena" spot pulled off the difficult trick of being massive and intimate at the same time. Didn't you love the Table Mountain clouds that rolled over the top of the stadium? This year's outing is a burst broadband pipe that lets a stream of digital goodies shoot out into the sky. A pig, a basketball, a rhino, the space shuttle, some characters my son Teddy assures me are from Tekken. The only people who come out of the ground looking shame-faced are the computer wizards whose three-headed monster looks embarrassingly bad. Jarvis "in your own time" Cocker is a much better use of our phone bills. No need to tell you any more because BT is spending a million pounds a day on running it so you'd have to be blind not to have seen it.

If you are blind and a friendly if rather cruel person is currently reading out Campaign to you, get them to stop and read out the copy on the RNIB's new ads instead. I'm sure you'll be moved, as I was, to discover that someone has thought of a novel way of getting that fine organisation some much-needed attention.

You might wish you couldn't see if you'd been forced to watch the Nestle Double Cream ad as many times as I have. And I've only watched it once.

Clarks has got itself a neat little commercial, though. Lots of ordinary people doing that extraordinarily stupid walk that models do in fashion shows. "Remember life's one long catwalk" thrills the endline. Sweet, although a bit light on actual shoes. As this is another one from Al's agency, maybe he can get Clarks to rebrand itself Nike?

Remember when Tom Carty and Walter Campbell used to write the Kiss 100 ads? They were Livesexy without ever having to say they were. Just a thought. I like the daring of the team on this ad but I think they have lost a little of the warmth and surprise in the original "Boss turns into horny pussy cat" execution.

Finally we have the Ben & Jerry's campaign, my favourite ads of the week.

If I had written "We reserve the right to turn our leftovers into whole new flavours", I'd give myself a small but gratifying pay rise and take the rest of the day off.

I'm away to change my name to Andy McLeod - Al, how do you do that deed poll thing?

RNIB

Project: Sight loss awareness

Client: Lynne Stockbridge, head of communications

Brief: Wake people up to the idea that they are much more likely to

suffer a sight problem than they think

Agency: J. Walter Thompson

Writer: Bruce Menzie

Art director: Simon Brotherson

Typographer: Nick Taylor

Exposure: National press and posters

BEN & JERRY'S

Project: Homemade

Client: Lauren Nola, brand manager

Brief: Emphasise the quality credentials of the Ben & Jerry's product in

a tone befitting of the brand's distinct personality and heritage

Agency: Fallon

Writer: Ed Edwards

Art director: Dave Masterman

Typographers: James Townsend and Simone Wagener

Exposure: Underground and mainline station posters

EMAP

Project: Kiss 100

Client: Russell Jones, brand director, Performance south

Brief: Escape with the Bam Bam breakfast

Agency: Mother

Writer: Mother

Art director: Mother

Director: Mother

Production company: Harry Nash

Exposure: London TV

CLARKS

Project: Catwalk

Client: Ted Hart, marketing and communications manager

Brief: Demonstrate that Clarks provides stylish footwear for everyday

life

Agency: St Luke's

Writer: Alistair Campbell

Art director: Suzanne Hails

Director: Blue Source

Production company: Blink

Exposure: Satellite and national TV

NESTLE ROWNTREE

Project: Double trouble

Clients: Andrew Harrison, marketing manager; Sam Ellison, category

marketing manager

Brief: Steal a share of the block chocolate market by illustrating how

tempting the product is in a way that breaks the rules of chocolate

advertising

Agency: Lowe

Writer: Tony Barry

Art director: Damon Collins

Director: Ringan Ledwidge

Production company: Harry Nash

Exposure: National TV

BT

Project: Possibilities

Client: Amanda MacKenzie, director of marketing services

Brief: Generate excitement and awareness around broadband

Agency: St Luke's

Writer: Alan Young

Art director: Julian Vizard

Director: Garth Jennings

Production company: Hammer & Tongs

Exposure: National TV and cinema

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content