The Work: Private view.(Viewpoint essay)

CREATIVE - Jon Williams, executive creative director, Grey London

Morning. Now, strange as it may seem, I have a lot of sympathy with the young lady's predicament in this new spot for Heat (4) magazine. On a Thursday morning, I too quite often just lie on the floor gasping for words, unable to offer any opinion until I have been refuelled by my favourite rag. But in my case it's Campaign that needs jamming in my sweaty palms. Refreshed and reinvigorated by the ensuing bitchfest, I can then get on with my day. Which, if you'd seen it, is pretty much what happens in the otherworld of this new film.

Now, we have Look magazine, which is a competitor so take this with a pinch of salt if you like, but instead of leaving me wanting to buy Heat, it leaves me thinking that the shopkeeper did a great performance and there was a nice superhero pastiche monologue going on. I'm kind of involved with the ad, but, crucially, not with the brand. Carry on please. More like that. Make my life easier.

A couple of times last year, I got home early enough to read Thing 1 and Thing 2 a story. Doesn't happen often, and once their mum has stopped them screaming 'stranger danger' and pointing at me, we can all get lost in a book together. They're brilliant, books are. Voyages into other worlds. Thing is, by comparison these Bookstart (5) ads just aren't as interesting. And when you consider the other lazier, but inherently simpler Sunday afternoon …