PRIVATE VIEW: Nik Studzinski, the executive creative director at Publicis.

The review of Spinal Tap's now legendary album Shark Sandwich was simply two words: 'Shit Sandwich.' Criticism doesn't get much more succinct or to the point than that. (Or admittedly, less constructive.) But sometimes it's good to react instinctively, about whatever it is you're looking at or listening to. Art, music, films. Even advertising. Sometimes, we're so busy analysing the detail (unlike the consumer) that we forget to ask the most important question of all: 'Do I like it?'

First up is Royal Navy. Some high-drama ads that show the pivotal role that members of Her Majesty's finest play in world politics. Do I like it? Yes. Exciting, watchable stuff. It's good.

Next, Harveys furniture store. I like these too. They make me laugh. It's classic 'keeping up with the Joneses' stuff. Well written. Well cast. Well shot. Even the obligatory store shot is handled with care.

Nurofen. Nice photography. But they leave me feeling a bit numb. Three posters but only one ad.

Woolworths offers a seasonal feast of all things ghoulish. A shopping list ad treated with the usual Bartle Bogle Hegarty flair. Stylishly shot and a great soundtrack to boot (it had to be Ghost Town by The Specials). Again, I like it. (But it doesn't scare me.)

Coca-Cola treats us to a journey through time using the latest in computer animation (they're good at that, aren't they?). Coke bottles as tourists on a London bus? I like it. These appear on a site in Piccadilly Circus and I'm sure I'll like them even more when I see them there.

Finally, Quality Street. And an opportunity to be even more succinct than 'Shit Sandwich'. My one-word review? Quality.