The Work: Private View.(analysis of advertising campaigns)(Column)

CREATIVE - Dave Alberts, executive creative director, Grey

As my fellow Private Viewer is in the business of procurement, I thought I would look at the work as a 'value for money' equation. So, what's it all worth, this creative stuff we do? Good investment or bad?

Sure (6) is clearly (or, at least, I would hope it is) the most expensive production on the list, but after only one viewing I have personally doubled the media spend through word-of-mouth endorsement. The idea is great and is bound to be the start of a long-running campaign. Smart investment.

In a category dominated by Lynx, this is a worthy challenger and will certainly give the perennial favourite a run for its money at the awards shows.

'Here's an idea' (starts the voiceover for the Abbey (5) commercial), let's shoot a whole host of generic vignettes, cut them together and then paint something red. The tagline, 'More ideas for your money', sounds like a pitch-winning strategy targeted at the procurement people, rather than an advertising strategy targeted at the consumer.

On the other hand, Talk Talk (1) is a charming, …