The Work: Private View.(Column)

CREATIVE - PAUL BRAZIER, EXECUTIVE CREATIVE DIRECTOR, ABBOTT MEAD VICKERS BBDO

I was a bit freaked out when I started looking at this week's work. It seemed unusually personal. It began with a Guinness parody, swiftly followed by a company that I used to have a stake in. Fortunately, I have no particular relationship with lager, milk or Chinese art, and absolutely none at all with K-Y Jelly.

The Pot Noodle (2) spoof is bloody funny. Obviously, I'm fond of the original, which helps, but the sight of hundreds of fag packets, wheelie bins and a blow-up doll doing their bit to create a Pot Noodle feast makes you proud to be British.

Howies (1). I'm also proud to confess that I was one of the original shareholders in Cardigan Bay's third-biggest clothing company. Mr and Mrs Hieatt have managed to get some of the biggest talents in advertising working for them over the years, and this latest work, courtesy of Dye Holloway Murray, doesn't let those standards drop.

Foster's (6). A pint that needs to be kept cool? Isn't that a shade generic? Reservations aside, this is the latest in the campaign and probably the most successful yet. Some nice Aussie gags: borrowing a fat lady's shadow, the inadvisability of nicking a crocodile's, etc.

Cravendale (3), according to its ads, is 'filtered to make it purer'. To be honest, impure milk isn't something I was particularly worried about But this claim must have struck a chord with someone: Cravendale was the second-fastest-growing grocery brand last year (thank you, Nielsen). Maybe it's the demented pirate that does it.

HSBC's (4) sponsorship of the China Design Now exhibition. Tricky job, this. How can one ad sum up contemporary Chinese design? Tying it all together with an illustration is a hard-working Western solution, and full marks for integrating the sponsor's logo, but, somehow, I doubt it does justice to the stuff on show.