PRIVATE VIEW: Rooney Carruthers, a founder partner at Vallance Carruthers Coleman Priest

The joy of being in a small agency is that we all know each other very well: there is no escape. You share the highs and lows, gossip flies around like bush-fire, you really feel a part of all that is going on. There seems to be no divide in any department, except perhaps this Monday morning: the French accountant, Benjamin Arnould, is crying into his onion soup ...

Action Energy - these ads should appeal to our financial director. Two press ads that inform us that 30 per cent of energy is haemorrhaging out of our offices. Each ad looks like a scene from a Hammer Horror movie: in fact, they don't look nearly as good as that and without making everyone feel too squeamish, if the agency were to do a third ad, it should chop up the copywriter and art director with a chainsaw. They are a bloody mess.

I'm a big fan of Virgin Airlines and its advertising - Mark and Robert deserve huge praise for creating a great campaign. I always go to the Virgin club lounge early and indulge. On board, the stewardesses are pleasant on the eye, I always have a massage and in-flight entertainment is second-to-none: it is a pleasure to fly with. I have one little niggle - I wasn't a huge fan of the oldish Formula 1-style flat beds. This ad is music to any ears, as these have been replaced with a flatter, wider, more comfortable bed. Thank you, Virgin. As a consumer, this ad is aimed at me and I can't wait to try out the new bed.

The ad tells us we will fall asleep a minger and wake up a stunner: something I could definitely do with. It's an ad full of youth and fun, with a good little gag at the end with Alice Cooper. I can't wait to lose my cherry on the new beds ...

How do you get every Ikea light, sofa, bookshelf, cupboard, chest of drawers, table, chair and vase in one TV ad? Stop-frame animation. It's not as quirky as Ikea's usual ads over the past few years but there is nothing wrong with it. It has very happy music and our co-habiting couple pop up all over ever-changing sitting rooms. Very stylish, very clever and very smiley.

Fancy a pre-Christmas break at Center Parcs? I wouldn't, by the look of these ads - you'll be bored to death. They are bland as bland can be.

Does anyone in their right mind want to eat classic French, Mediterranean or contemporary Indian (contemporary, my arse) and then go and do some archery? Or perhaps drink chablis, merlot or pinot noir, then take the kids to the creche or go hedgehog hunting.

Hedgehogs hibernate in the winter and so should human beings. Go to the Caribbean.

Get closer. So close you can almost touch them. Friends, family and the fashion world are closer than you think. With 3, they will be with you via its video-connect service. The lifestyle vignettes in this ad are funny and push that proposition. But something ain't quite right.

3 has a fantastic logo, but it doesn't have a look or a tone of voice and while these brand essentials are missing, it will stay an enigma.

Crack the branding and tone of voice, backed up with new propositions, and you crack the code.

Next up is Daz washing powder. I reviewed this campaign six months ago - this is the fifth in the series. Girl finds boyfriend with other girl.

Pours chocolate, fruit and tomatoes all over him. It all comes out in wash, etc.


Project: Lifeblood

Client: Peter Hambly, head of marketing

Brief: Saving energy in the workplace

Agency: McCann-Erickson Business Communications

Writer: William Parker

Art director: Ian Boyle

Typographer: Ian Boyle

Photographer: Chris Frazer Smith

Exposure: National and business press


Project: Dinner's on me

Client: Natasha Busby, Daz brand manager

Brief: New Daz has an even better cleaning performance on common food


Agency: Leo Burnett

Writer: Simon Brooks

Art director: Simon Brooks

Director: Declan Lowney

Production companies: Tomboy Films and Production International

Exposure: National and satellite TV


Project: Everyone's different

Client: Jennie Ayres, director of sales and marketing

Brief: Communicate short breaks of an individual nature

Agency: Burkitt DDB

Writers: Jon Canning and Dave Newbold

Art director: Chris Owens

Typographer: Alison Wills

Photographer: Andy Roberts

Exposure: National print and consumer lifestyle titles


Project: Video calling

Client: Graeme Oxby, marketing director

Brief: Get closer with video calling on 3

Agency: TBWA\London

Writer: Stephen Ward

Art director: Stephen Ward

Director: Cris Mudge

Production company: Mustard

Exposure: National TV


Project: Beauty sleep

Client: Alison Copus, director of marketing

Brief: Launch the upper-class suite

Agency: Rainey Kelly Campbell Roalfe/Y&R

Writer: Mike Boles

Art director: Jerry Hollens

Director: Daniel Kleinman

Production company: Large

Exposure: National TV


Project: Live UnLtd

Client: Frances Evans, external communications manager

Brief: Showcase the width and depth of the Ikea range in a stylish and

fashionable way

Agencies: Karmarama and Outfit

Writers: Jon Mitchell and Naresh Ramchandani

Art director: David Buonaguidi

Director: Antoine Bardou Jacquet

Production company: Partizan

Exposure: National TV

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