Joe Pytka, one of the US's most feared and respected commercials directors, has launched a scathing attack on the standard of UK creativity.
In the latest edition of Campaign's sister publication, video magazine Campaign Screen, Pytka claims: 'I'm not a fan of the UK - it always has a stick-up-its-ass kind of look. It's trying too hard, there's too much camera work and too much technique.'
Pytka, whose aggression on set is legendary, also slams the standard of writing and why there are no decent directors.
An advertising campaign featuring a caricature of Pytka launches in Campaign this week. It was created by Dave Dye, the head of art at Abbott Mead Vickers BBDO, and the copywriter Sean Doyle.
The issue also features an interview with Young & Rubicam's president, Jim Ferguson, who is also the head of the ad committee for presidential candidate George W Bush.
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