Private View: Rooney Carruthers, a partner and the creative director at Vallance Carruthers Coleman Priest.

This is impossible, I am so (8.45 interview TV producer) busy, I don't have the time to (9.30 O2 shoot recce) do this review and give the work the time and (10.30 creative resource meeting) effort it deserves. (11.30 Jordans photographers books) So the creative department (1pm O2 network performance TV) has reviewed it as a whole.

The Alpen ads feature people jumping to hasty conclusions. These sketches are well cast and amusing but don't seem to have any connection with Alpen, except for the tenuous endline: 'Less haste, more Alpen.'

Maybe a little less haste at the planning stage would have resulted in an ad more based in an Alpen truth. Sorry to the team if this sounds a bit negative but look on the bright side, our regular reviewer would have probably eaten you for breakfast.

Let's get ready to crumble! Dipping the McVitie's ads into the VCR, we're treated to bite-sized scenes showing the detritus of post-biscuit consumption.

I would have thought the real appeal of McVitie's was dunking them in tea, not getting the bits out of your crevices, but in the end that doesn't really matter as it's the direction that really takes the biscuit. Jolly music and tasty imagery that makes you want to go and put the kettle on.

And isn't that what you're supposed to do in the ad break?

In the new Audi commercial, an A6 cruises through a cityscape based on the endless staircases of the artist MC Escher. Creating the optical illusion of a road to nowhere must have required a seemingly endless period of post-production. There is, in fact, more to this ad than meets the eye, but without a pause button there isn't time to take it in. To put things into perspective, an interesting idea that worked better on paper.