PRIVATE VIEW: Tony Davidson, the creative director at Wieden & Kennedy

Having recently had a 360-degree appraisal, it has become clear that I need to give more positive feedback. And where better to start than with Private View.

First up, another TV spot in the successful, long-running Red Bull campaign. Top marks go to whoever chose the original animation style, as from the start you know it is a Red Bull ad. In this script the guy who stands at the pearly gates, presumably St Peter, is miffed because people can get wings so easily these days by drinking Red Bull. Had a slight problem following the storyline the first time I watched it, but on the positive side (and that's what we are here for) I still came away remembering the product so they must be doing something right.

It's not easy working on big accounts. Ford is not renowned for making great car ads. Usually it's beautiful girl dumps boyfriend, escapes the city and taps hand on steering wheel. So full marks to the creative team for breaking the mould. OK, there's still a beautiful girl, but she's animated. No dejected blokes in sight and instead of escaping the city, she's chasing an idea (a rare thing these days). Yes, there are only five billion years of sun left before the world burns up, so better get that convertible Ford StreetKa out there and chase it.

McCain oven chips. Probably the best of this week's bunch. Swimming trunks coming off in swimming pools, overflowing baths, lost mobiles on buses. What may you ask has this got to do with McCain oven chips? A brave client, that's what. When things go wrong in life, McCain oven chips makes up for them. OK, not the freshest strategy in the world (must remain positive) but nicely observed and different for the category. Will it work? Time will tell. Personally, I think there should have been more chips on the plate.

Simple Regeneration moisturiser. Rather than show us lab assistants in white coats and animated close-up shots of dirty pores being cleansed, the client was brave enough to buy a guardian angel who brushes away car fumes, protects you from the sun and the everyday city grime we face. Good music, good post, and a voiceover that tells us this stuff slows the ageing process - I'd better order a truckload.

Sony Ericsson is the latest company to tell us about phones that take pictures. Lots of trendy types, spinning phones, taking pictures and passing them on. Great soundtrack as you'd expect from Bartle Bogle Hegarty, heavily stylised and plenty of product shots. Slightly over-directed for my liking, but on a positive note I'm an old fart so what do I know?

And finally, a lone press contender - Brintons Carpets. A brave attempt to get close to the consumer benefit. You know the feeling you get when you walk on a luxury carpet in bare feet? Well, here are some luxury shoes with Brintons carpet insoles. Yes, dare I say it, a carpet client attempting interesting visuals and not a showroom in sight.

Phew! I made it. A thoroughly positive review. Now that's done, please can I go back to being my usual cynical self, slagging everything in sight 'cos they feel like ads I've seen before and nothing is fresh.


Project: Red Bull

Client: Franz Bruckner, marketing director

Brief: Show that Red Bull gives you wings

Agency: Kastner & Partners

Writer: Kastner & Partners

Art director: Kastner & Partners

Director: Kastner & Partners

Production company: Funny Films

Exposure: National and satellite TV, national cinema


Project: Simple Regeneration relaunch

Client: Tenley Soanes, marketing controller

Brief: Simple Regeneration protects your skin from the things that make

it age

Agency: Miles Calcraft Briginshaw Duffy

Writer: Jeremy Carr

Art director: Jeremy Carr

Director: Joe Roman

Production company: Rose Hackner Barber

Exposure: National TV


Project: McCain Foods

Client: Julie Leivers, marketing director

Brief: Make the McCain brand as loved as their product

Agency: TBWA\London

Writer: Trevor Beattie

Art director: Bil Bungay

Director: Daniel Barber

Production company: Rose Hackney Barber

Exposure: Nationwide TV


Project: Brintons Carpets brand campaign

Client: Rita Bancroft, marketing and design manager

Brief: Establish Brintons as the finest carpets in the world and promote

the carpet as the most comfortable floor-covering

Agency: Bates UK

Writer: Giles Horton

Art director: Matt Head

Typographer: Trevor Slabber/Sefton Quest

Photographer: Fleur Olby

Exposure: National and home interiors press


Project: "Summertime"

Client: Brendan Lyne, brand manager

Brief: Position StreetKa as Ford's cool new roadster

Agency: Ogilvy & Mather

Writer: Damian Simor

Art director: Lee Ford

Director: Todd Mueller

Production company: Pysop Creative

Exposure: Sky


Project: "Pass it on"

Client: Dee Dutter, vice-president, brand and communication

Brief: n/s

Agency: Bartle Bogle Hegarty

Writer: Nick O'Brien Tear

Art director: Al Welsh

Director: Mehdi Norowzian

Production company: Joy Films

Exposure: Global media

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