Good advertising that creates a word-of-mouth buzz is not always a masterpiece of creative excellence, although certain techniques offer a better chance of success.

They say there's no such thing as bad publicity - but there's also nothing like a woman scorned, as Nestle has discovered with its new campaign for Yorkie. Yorkie was relaunched by J Walter Thompson with the tagline "It's not for girls!" but the off-screen promotional tour hit a dead-end when a girl was attacked in Bristol and Liverpool Council banned the ads from the city centre for discriminating against women. Light-hearted ads are one thing, but only giving free samples to men? Women love chocolate, be it buttons, blocks or blooming great slabs and excluding them has generated some pretty bad feeling towards the brand. And yet there are women who can see the funny side and are buying Yorkie by the truckload.

Anything the BBC does tends to attract attention, but usually involves whispers of mammoth budgets and confused messages. But the station's new campaign has left audiences across the UK stunned. The new AMV BBDO spot looks like a Nike ad and sounds like a trailer for the World Cup. A young man (the French urban hero David Belle) leaves his office, stripped to his trousers and negotiates the rooftops to race home in time for his favourite show. Cleverly avoiding the rush hour he somersaults gracefully between buildings and leaps over walls and roofs. The athletic prowess, the choreography and the "how did they do that?" factor leave viewers in no doubt that they are watching the right channel.

Tea is pretty good value for money these days. Especially if you're in the advertising business. Three big names. So why the sudden interest in tea? Apparently it's now healthy, says Tetley, which has linked up with the British Heart Foundation and local radio station Heart FM. The dubious D'Arcy ads show Ewan McGregor highlighting the beneficial properties of tea and the strap: "You are the champions and this is your cup". The questionable health strategy has certainly got tongues wagging. PG has replaced chimps with four 20-something plasticine birds, created by BMP DDP and Typhoo has replaced Tommy Singh with a campaign by Clemmow Hornby Inge showing a man in a board meeting flying around the room like a deflated balloon. Clearly something's afoot. Probably too much coffee.

As for Saatchi & Saatchi, you gotta give them ten out of ten for balls. And for getting their ad for New Zealand juice brand The Daily Squeeze past both the client and the regulator. The ad shows a young lad walking down the street with his girlfriend, drinking orange juice. Suddenly he can't breathe. He collapses and a man claiming to be a doctor offers to help. He cuts the man's throat and inserts the tube from a biro allowing the lad to breathe. Instead of resuscitating the man, he sucks orange juice from the body, claiming he did everything he could. It sure gets your attention.