The Work: Private view

CREATIVE - Yan Elliott, joint creative director, WCRS

This column always feels a little unjust to me. After all, I am being asked to review work that some of you don't even want to be reviewed. Probably for the simple reason that the brilliant idea that was once conceived has been a little bit shat on by that thing they call "process". Let's hope I'm wrong ...

The Big Yellow Storage Company (2). I loved this, a kind of Plan B stop-frame animation style, with wave sound-effects. Really enjoyable and engaging until "the moment" occurred. The shoe-horned Big Yellow Storage boxes came in and ruined the ending. I felt like I had hosted a party, it was all going well, and then some locals gate-crashed, nicked all the beer, and then walked off with the stereo. Oh, what could have been.

Do we really need to be reminded that we pack things in boxes? Do we really need to see the massive yellow doors to know that this ad is for The Big Yellow Storage Company? I couldn't help feeling that smarter solutions could have been created here to integrate these branding props into the story.

Crisis (6). Charities don't have much money, so their work has to stand out. But they can't stand out in case they offend anyone. Unfortunately, Crisis couldn't be persuaded to stand out here and the result is, I'm afraid to say, boring. In the copy, it says "At Crisis, we see the person, not their homelessness", and I'm afraid, as Joe Bloggs, I see an ad, not the crisis.

Ford C-MAX (1). A car ad where a person features more than the car. A potentially excellent start. But just when I thought it was all going to come together, it all fell apart. Sorry, but you totally lost me. (PS. I won't tell the BACC, but didn't Britney get in some bother for driving with a baby on her lap?)

Burnout Dominator (4). It seemed a lot of effort has gone into this website, www.kahrashin.com. So I was a little disappointed to find it difficult to navigate and not very rewarding. I was left feeling that everyone knew the joke, but no-one was telling me the punchline.

Snickers (5). That's all I had to read on the DVD to know exactly what this ad was. I had seen it once on telly the night before. That's half the battle won in my view. Whether you like it or not, you won't forget it. Someone has remembered that we need to entertain, and secondly, they've realised that we all know what a Snickers bar is, so we don't have to see exactly how it's made (product sequence of nuts and chocolate here) to know what we are talking about.

Finally, we are left with the script that a lot of clients would kill for ... everyone having a brilliant time around my product please. Here's Heinz Salad Cream (3). There's a great lesson to be learnt here. Never give up. If your idea isn't that startling, then don't lose hope. Spend your energies on shooting it well and adding a great track. Well done for having that conversation about shooting bits of it on cine film, it added the warmth and charm that was needed. A great result from an average start point.

My hunch is that every piece of work here has changed from its conception. This can be a great thing if it evolves for the better, but it can also be bitterly disappointing for the wider team involved if it goes the other way. You then wait for Private View, thinking you don't want to read it because you know you'll get a panning. Well, it's very hard to keep things on track sometimes. But on the rare occasions you get it right, it makes it all worthwhile. Good luck.

CREATIVE - Luke Williamson, joint creative director, WCRS

This is my first Private View, and I'm sure many of you don't care what I think about the work, but I'll try to be as practical and truthful as possible. I have no theme apart from trying to think as a consumer. Stick with it, though, it gets better.

Crisis (6). This ad is disappointing for me, because it seems to have sidelined the issue and decided to talk about something else instead. And as I looked at it, I was thinking: "Why hasn't he got any clothes on? Is that why he looks so miserable?" As a consumer, I am none the wiser about what the point of this ad is and am turning over the page.

Ford C-MAX (1). I can imagine Yan's brain working as he tries to get his head round this one, and I'm afraid I just didn't get this either. I watched it three times and can't find the link between dancing man and turning-into-a-car-man who's driving himself with his baby on the pavement. I can see what they were trying to do when they wrote it, but, unfortunately, it didn't carry through to the execution.

Burnout Dominator (4). Which brings me on to a new website for, well, I don't know yet. It seems to be some sort of oriental martial art, but no, there's some irony here and a clue in the name ("Kah Ra Shin"). It's a well-crafted site about, well, breaking stuff. Unfortunately, that's where my interest ends. I'm not sure what they wanted to achieve with this site, because I struggled to find out what I was doing there, and when I did make my way through to the product link, I was surprised that it was a driving game, where the idea is to drive badly - how ironic. The medium seems to have driven the idea and not the other way round, which is a shame.

Snickers (5). Funny, made me laugh. You're always going to struggle with Mr T fighting against your product, but it's done well and I'd like to see more.

The Big Yellow Storage Company (2). This is great to watch, it's well crafted, interesting and a refreshing break from most things on the telly, which means it will stand out a mile. I watched it three times, too, because I thoroughly enjoyed it. I want to see more boxes rolling down that corridor like a scary box horror film.

Heinz Salad Cream (3). This is my favourite piece of work this week; it reminds me of those great sections in Sesame Street, all full of promise and optimism, and its execution is excellent. I love the Super 8-style bits, and the editing is great. I hope they sell lots of squeezable, pourable Salad Cream.

So, as usual, good ideas win through and the bad ones we don't remember. Have a good week.

Project: Ford C-MAX
Client: Mark Simpson, director of marketing, Ford
Brief: Show that driving can still be fun for dads
Agency: Ogilvy Advertising
Writer: Kate Clough
Art director: Jo Griffith
Director: Patrick Bergh
Production company: Partizan
Exposure: National TV

Project: Get some space in your life
Client: Rob Strachan, marketing director, The Big Yellow Storage Company
Brief: Educate the UK market on storage and expand its relevance to
people's everyday lives
Agency: Clemmow Hornby Inge
Writers: Charles Inge, Ewan Paterson
Art director: Charles Inge
Director: Dougal Wilson
Production company: Blink
Exposure: National TV, press, online, regional radio, DM, advertorials

Project: Pourable sunshine
Client: Mike Docherty, marketing manager for Salad Cream, HJ Heinz
Brief: Step out of the dark and into the light with Heinz Salad Cream
Agency: McCann Erickson London
Writer: Neil Clarke
Art director: Jay Phillips
Director: Vince Squibb
Production company: Gorgeous Films
Exposure: National TV, outdoor

Project: Burnout Dominator
Client: Dave Sullivan, advertising manager, Electronic Arts
Brief: Demonstrate the "inner peace through violence" cathartic anger
release in the game Burnout Dominator
Agency: Wieden & Kennedy Amsterdam
Writer: Mike Farr
Art director: Joseph Ernst
Production companies: USSR, CCCP
Exposure: Online

Project: Mr T "tank"
Client: Rankin Carroll, European brand director, Mars
Brief: Remind young guys who are eating-machines-on-the-go that Snickers
is on-the-go man fuel
Agency: Abbott Mead Vickers BBDO
Writer: Mike Sutherland
Art director: Anthony Nelson
Director: Tom Kuntz
Production company: MJZ
Exposure: National TV

Project: See the potential
Client: Andrew Page, director of fundraising, Crisis
Brief: Challenge the public to see the potential of homeless people
Agency: WWAV Rapp Collins London
Writer: Rob Prangle
Art director: Jon Owens
Photography: David Bailey
Exposure: National press, inserts, online, viral