The Work: Private View.

CREATIVE - Rooney Carruthers, creative director, VCCP

I used to love Camberwick Green and Trumpton when I was a boy. It was so innocent, so English, and so proper. What a shame those days will never return. Well, they have in these ads for Quaker Oats (1). Very simple, very well voiced-over and very well done. I wish I'd done them. Thank you, Windy, for bringing a smile to my face.

Art-directing ads for the Tate Britain (4) gallery is very difficult, but it should be as rich as an impressionist's palette or Andy Warhol's New York basement. The headlines are just recreational information and the framed masterpieces look like stamps. The Tate Britain should be far more adventurous than this. I do not know who the target audience is, so I can't be that critical. There seems to be something of the dramatic Turner missing.

McDonald's (5) is now trying to force its healthy American sandwich into our delicate little pinkies. It's enough to have the Earl of Sandwich turning in his gravy. Guess what, these sandwiches are even topped with horseradish and mustard! And apparently they're a throwback to the sandwiches our mothers used to make for us. Cobblers! I know which one I'd prefer - the curled-up crust filled with corned beef, cheese or tinned salmon.

Two years ago, I read somewhere that the sandwich was outselling the burger, so McDonald's has obviously diversified. As far as this ad is concerned, you don't have to sell the English public what makes a good sandwich.

They've just tarted it up a bit with toasted bread and a Welsh accent. This is definitely not the best thing since sliced bread. (Thanks Ken).

What's with it with these sheep? Sheep doing ads for the Co-op, sheep doing Air Wick (3)Emmerdale idents. The sheep get a whiff of the air-freshener and start doing very right-on aromatherapy. These idents probably relate to Emmerdale but they're advertising wallpaper. Very, very unnoticeable; even the animation is as dull as dishwater!