Private View: Trevor Robinson, the creative director at QuietStorm.

Sometimes when I read Private View, I get the strong impression that it was written by some bullied, embittered ad fella using it as an opportunity to get out his angst and his lack of Pencil frustration.

And, ultimately, to prove to his peers that he is, in fact, a gifted, witty creative by humiliating and ripping to shreds any work that he has been asked to review.

Why, indeed, should I be any different? I am just as bitter, twisted and up myself as the rest of adland. So, onwards and upwards, let's raise it up the flag pole, get up to speed with this and start singing from the same hymn sheet.

Unfortunately, this anti-smoking campaign from the Department of Health proved to be quite annoyingly difficult to pick holes in. First, it is brilliantly and sensitively directed. The subject matter itself is powerful, as you would expect in this campaign, but it has a heart-rending twist at the end of the piece when we are allowed to find out that two weeks after filming Mr Hicks died. No doubt this will have powerful results (it even made me pause for a second and ponder the fact that I may well indeed be killing myself every time I smoke. I promptly lit up).

The Inland Revenue campaign successfully uses sporting analogies to get across the idea that filing your tax online could be fast and even amusing by using a playful, chubby professor type to narrate and sell the concept.

Who am I to criticise any execution that makes a tax form even mildly titillating? I for one can't wait for mine to arrive so I can join the fun.

Through this TV execution, NatWest demonstrates that the banking community has little or no understanding of the youth market. By offering their target audience something that they would want, ie. a railcard, they are demonstrating that they themselves are 'down with the kids'. On paper, the script does this very well and maybe it's just me, but the final ad has ended up a bit cringey and unfunny.