The Work: Private View.(advertising)

CREATIVE - Steve Stretton, creative partner, Archibald Ingall Stretton

This is marvellous - nearly the whole media mix in one review: viral, TV, print, direct mail. All we need is a shelf-wobbler and I'd feel completely at home. But, as we've all been taught many times, the medium doesn't matter - it's all about the idea.

This is the viral bit and it's for Time Out (3), which has had some lovely advertising in the past. I love the way it's shot. I love the 70s sitcom music. I love the big bunny-suited character. I'd have loved it a whole lot more if I'd understood what the idea was. Maybe it's me, maybe it's the weather, maybe I missed something ... I just can't work it out. Maybe that IS the idea?

Now for the print work for Godiva (1) chocolates. There's a clever link here: Godiva chocolates, using a lady on a horse (Lady Godiva). Geddit? Thankfully, the art director opted for a very sexy 70s pastiche as the look and didn't use the city of Coventry as a backdrop. As I go there virtually every week to watch a crap football …