PRIVATE VIEW: Trevor Beattie, the chairman and creative director of TBWA/London

Ask yourself. What do Lena Zavaroni, one half of The Krankies, Mick Jagger, Geri Halliwell and Barnardo's all have in common? That's right.

It's rampant Big-scary-adult's-bonce-on-tiny- child's-body syndrome.

And stone me if it hasn't been and gone and reared its big old ugly head again, this time in a campaign for the Meningitis Trust. Yet while the Barnardo's stills still instill me with the screaming abdabs, I can't help feeling that these little fellas look more like extras from Thunderbirds.

Which is a pity, as there appears to be a potent creative solution lying undisturbed in the shallow grave of the body copy and its worrying list of symptoms. I'm also less than enamoured with Somerfield's sponsorship logo being more prominent than the charity's own. Just give 'em the money and stop boasting about it will you?

For me, there are really only three basic types of advert. The brilliant (and more of Wrangler later), the self-basting turkey (limp forward Gossard's tragedy in a G-string) and absolutely everything else. ie, the vast majority of what we all do. People Like Us. Ads like Goodfellas.

Goodfellas is an okay campaign, it was a much better TV series and an utterly sensational movie. I hope it shifts some frozen dough for them.

And what better way to wash down your plate of freshly thawed cheesy rim than with a big plastic tumbler full of room temperature Black Tower?

Works for me every time. Especially when I want to be me. Small technical point: woman in the "bath" execution. Is she enjoying herself or is she, enjoying herself?

So. Volvo. Look, I know childhood is an adventure. That big trips away can cause young minds to conjour faeries, monsters and ghouls. (And yes, away ghouls do count double.) But really. Travelling with kids isn't a fabulous dream. It's a living bloody nightmare. And as for "Elvis" ... Again?

And the unicorn? Well, it's corn alright, but unique has left the building.

Well lookee here. A Wrangler commercial from BBH. For Audi. It's true.

Man mounts metaphor in order to demonstrate the safety of dynamic ride control. As you do. If you think that sounds ordinary, look away now.

This has one of the most extraordinary soundtracks I've ever heard on television. And visually? How does magnificent sound?

Cast your mind back to the last series of Big Brother. Amid the mind-numbing banality of it all, and probably on the evening of "Deh Fuffteeen", something happened. The blonde one who won and the Geordie one who didn't suddenly started fighting each other in an exaggerated, slow-motion wild western movie stylee. It was magnetically funny.

Well, coincidence or not, this tiny act has just been turned into a thing of staggering beauty on behalf of Wrangler.

This will sell denim. This will be lovingly re-enacted in every bar from Dodge City to Dalston Junction. This has finally cracked the uncrackable brief of extricating cowboy cool from John Wayne and the Village People. Levi's? Go rub yourself. This is smoother than the cream in a Twinkie. Word up.

If you consider yourself creative, know this. There's Silburn, Brazier and Worthington. Then a vast, vast chasm. Then the rest of us.


Project: Stone baked pizzas

Client: Paul Reenan, pizza marketing manager

Brief: Why eat out when you've got Goodfellas pizzas in your freezer?

Agency: Leith London

Writer: Leith London

Art director: Leith London

Director: John Birkin

Production company: Blink

Exposure: UK and Republic of Ireland TV


Project: XC90 launch

Client: Simon Munn, sales and marketing director

Brief: Launch the XC90, Volvo's new SUV

Agency: MVBMS New York

Writer: Jason Holtzmman

Art director: John Tumelpy

Director: Rad-ish

Production company: Go Films

Exposure: National and satellite TV


Project: Black Tower

Client: Hans W Berktold, director of marketing

Brief: Make the new Black Tower range fit into the lives of today's

young women

Agency: Nest Ideas Agency

Writer: Grant Dinsmore

Art director: Suki Nicholls

Photographer: Tony Chau

Exposure: Women's magazines


Project: Bull

Client: David George, communications manager

Brief: Demonstrate Audi's engineering prowess through the new Audi RS6

Agency: Bartle Bogle Hegarty

Writer: Nick O'Bryan-Tear

Art director: Alasdair Welsh

Director: Nicolai Fugslig

Production company: Outsider

Exposure: National TV


Project: Wrangler

Client: Guido Gabriel, marketing manager, Wrangler Europe

Brief: Make Wrangler's authentic Western associations relevant to

contemporary European consumers

Agency: Abbott Mead Vickers BBDO

Writer: Nick Worthington

Art director: Paul Brazier

Director: Fredrik Bond

Production company: Harry Nash Films

Exposure: European TV, cinema


Project: Adults get it too

Client: Nicola Davies, communications director

Brief: Make adults aware that meningitis affects them too

Agency: Target Marketing Communications

Writer: Gerry Doran

Art director: Terry O'Neill

Photographer: Richard Puller

Typographer: Terry O'Neill

Exposure: Press and poster

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