PRIVATE VIEW: Tony Granger, the executive creative director at Saatchi & Saatchi.(evaluations of various advertisements)

Open University. Mmmm, it's that Mac again I'm afraid. It's never been a substitute for a simple, great idea, and still isn't.

Smart car. The upside - some fun, fresh art direction. The downside - shot of car and a headline. If you're playing this game, then your lines need to be fantastic. A Porsche ad springs to mind: it's as fast as you can travel without having to eat airline food (at least it went something like that).

Firetrap. Right, I have this script okay, it's the story of a girl and guy who are getting into each other in a cool apartment, okay, then they hear, okay, the girl's boyfriend coming into the apartment, okay, so then, the guy climbs out …