The Work: Private view

CREATIVE - Kate Stanners, creative partner, Saatchi & Saatchi

Oh blimey, I need to think of a clever theme, so that I can make some smartarse point. Bugger, I haven't got one. So this will be a plain ol' I like/I don't like Private View. Sorry.

I really like the Freeview (6) ad, "Tiny Streaker".

I like the fact that it's different from all the other HD stuff around, and not just because it stars a ten centimetre-tall naked man with a very long beard, but because it doesn't look all hi-tech and super sleek. I like the fact it has an idea in it. Quality so good, you can even spot a tiny streaker's weeny teeny balls; at least I think that's the idea.

Thinking about it, I like this whole campaign. I'm quite happy to watch it when it comes on telly, which is a rare thing. Cos the thing with telly is that it's an entertainment medium, and so many ads on telly have forgotten to pay the viewer the simple courtesy of rewarding their attention with some entertainment.

I don't like the Post-it (5) notes stuff, particularly. There is a giant Post-it note with a don't forget your friends Facebook URL scrawled on it. This is a game on Facebook which is like a Mr & Mrs-style quiz to see how well you know your friends. The campaign idea is to help remember the things that matter most to you. In spite of the vast oversized Post-it, I find this all rather underwhelming.

I don't mind the O2 (1) campaign for its better broadband. It delivers its message simply and sweetly, in a children's book style. I like the lack of techy language combined with a nice animation style that brings to life such broadband niggles as "no support-a-saurus" and "mystery speed mook", in a once upon a time when broadband was first made story. It depicts a perfect broadbandland that gets ruined by narks and niggles. Luckily, O2 is banishing them. Hoorah. Back in adland, the verdict is not so optimistic; this is not particularly groundbreaking, but it does the job.

And they have managed to consistently deliver a tone and feel that is unmistakably O2.

The Phones4u (4) ad is set in a Bangkok prison, where the guards are given the new Sony Ericsson X10 to try out.

The film is then subtitled with the various features that they particularly like.

I have to say, I don't like this. It feels familiar territory to use the comedy mad Thai characters. On the plus side, it manages to list the phones features, though I'm not sure if you actually take any of that in.

The ad ends with its old mnemonic, which I'm afraid I find irritating, though I guess it works like a bastard.

I like the Visit Wales (3) campaign.

I like the idea of "proper family holidays". I like the effortless simplicity of family videos of proper families having a proper holiday in Wales. These are genuine and gentle films that follow two different families as they enjoy the delights that Wales has to offer.

I really like the Museum of London (2) iPhone app. To be used around London, it allows you to get a glimpse of historically interesting moments in our capital's history. You point your phone at a particular location and an archive image will be overlaid allowing you to step back in time. It's designed to promote new gallery space at the museum. Maybe this isn't entirely original, the technology having been used before. But the technology is not the idea. Our industry has fallen in love with the idea of being first with the technology rather than the application of it. This is a great idea. I want it.

And that's it. As I haven't had a theme, I have no conclusion to draw, no loose ends to tie up. Other than I really, really love the new Nike World Cup ad.

CHIEF EXECUTIVE - Russ Lidstone, chief executive, Euro RSCG London

New brands to engage with and old enemies to rail against; more opportunities to use the power of "above the line", plus new techniques to "earn media"; different technologies to employ as well as trusted methods standing firm ...

There has never been a more exciting time to be in our business - and much of the content in this week's Private View selection demonstrates this beautifully.

And it is against this exciting context that I ultimately come back to my guiding principles - is the content competitive, relevant and true?

As a history graduate and honorary Londoner, I was keen to try the new Museum of London (2) app that enables you to take London's history out of the museum - via historic photos and geotagging/positioning. Although the content is a bit scarce, the app itself is great - mapping photos over your camera view, like true augmented reality. It's a great way to explore London and its rich past. My guiding principles are overwhelmingly addressed by this free app.

I love a "proper holiday", and this documentary approach for Visit Wales (3), based on the exploits of the Darkes family, has certainly got me reaching for my Lake Vyrnwy brochure. This is a great attempt to rail against the "package" market, but most of all, credit due for challenging the hyperbolic mood films that dominate this category - as well as taking me on a worthwhile journey online to find out more. My guiding objectives positively addressed again.

O2 (1) takes on broadband niggles and narks, in a charming animated fairy tale that highlights the issues I face at home on a daily basis. Of all the brands that I believe could deliver a decent broadband service, it would be O2, but I'd like to hear a bit more about its solution before I change provider - which currently feels like it would be more stressful than actually moving house to somewhere with better coverage. Certainly a competitive stance and it's highly relevant to me, but time will tell if it's true to the service.

Phones4u (4) seems to have struck a unique product placement deal with a Bangkok prison in order to highlight the features of its phones. It's hard to sell handset benefits and this is an irreverent approach in a market where driving footfall and clicks is the challenge. This Thai jury is still out, but you have to applaud the client and agency desire to defeat the category habit.

A big Post-it (5) notes poster and website invite us not to forget our friends. The Facebook app is very clever stuff - but five minutes playing the online game leads me to conclude that the friends I have on Facebook aren't any friends of mine. I can't quite see the relationship between Post-it and my mates, so I'm not sure if this content is competitive, relevant or true.

Tiny Streaker and his friends front the Freeview (6) World Cup push. He's a character. He has a blog. I'm not sure where this is heading or where that leaves my three guiding principles, but then again, that's evidence of doing something different. Tiny certainly defines a very different body language to that of his biggest competitor, so I take my hat off for the brave stance. I'm sure that Tiny and friends will be streaking on a TV/PC/handset/iPad near you soon.

So, as excitement mounts and possibilities of what we can do technically grow beyond our dreams, I think that it is even more critical that we hold on to principles of relevance, competitiveness and truth, as well as the ultimate goal of effectiveness.

But - hit or miss, our industry is trying to do things differently and to defeat habit through originality. For that alone, I think we should be applauded.

1. O2
Project: Home Broadband niggles and narks
Clients: Shadi Halliwell, head of brand; Ed Pellew, advertising manager,
Brief: Communicate how O2 is nobbling the broadband niggles that
frustrate consumers
Agency: VCCP
Writer: Ian Edwards
Art director: Steve McCallum
Director: Mcbess & Simon
Production company: The Mill
Exposure: National TV, outdoor

Project: Modern Galleries launch
Client: Vicky Lee, head of marketing, Museum of London
Brief: Launch the new Modern Galleries
Agency: Brothers and Sisters
Writers/art directors: Kirsten Rutherford, Lisa Jeliffe
Developers: Gavin Buttimore, Robin Charlton
Exposure: iTunes

Project: Sunlounger, wavepool
Client: Hannah James, senior marketing executive, Visit Wales
Brief: n/s
Agency: Wieden & Kennedy London
Writers/art directors: Dan Norris, Ray Shaughnessy
Director: Finn McGough
Production company: Home Corp
Exposure: National TV, direct mail, e-mail

Project: Hard-working prison guards
Client: Russell Braterman, marketing director, Phones4u
Brief: n/s
Agency: Adam & Eve
Writers/art directors: Ben Priest, Ben Harris
Director: Matt Aselton
Production company: Epoch Films
Exposure: National TV

Project: Post-it 30th birthday: don't forget your friends
Client: Helene Manga, brand manager, Post-it
Brief: Celebrate the 30th anniversary of the Post-it brand
Agency: Profero
Writer: Dave Newbold
Art director: Warren Frost
Designers: Hayden Peek, Callum Loftus
Typographer: Alison Carmichael
Exposure: Outdoor, Facebook

Project: Tiny Streaker
Client: n/s
Brief: n/s
Agency: 18 Feet & Rising
Writers: Max Weiland, Marty Senn
Art directors: Liv Wadstrom, Max Weiland
Director: Jim Gilchrist
Production company: MJZ
Exposure: Online, TV, ambient