PRIVATE VIEW.

As an obsessive Olympian (two bronze medals round my eyes for late-night viewing), I expect a few Cannes medal winners to show in the Eurosport breaks. At the Atlanta games, Nike's campaign was so successful that research showed viewers believed Nike to be the second-biggest Olympic sponsor -- when, in fact, it didn't spend a penny in sponsorship.

5 So Adidas has some world-class marks to live up to. The idea is that out of 28 Olympic events, Adidas is involved in all but two -- sailing and equestrianism. So a mixed bag of Olympian gladiators from boxers to gymnasts roll up togged out in blue and white stripes and give these events a go. Extra points must be awarded for music -- two original and catchy choices -- and clever editing.

It's an odd strategy, however. Until it pointed it out, I would have assumed Adidas was in every sport. After all, it's unthinkable that any young man or woman wouldn't have some bit of Adidas in their wardrobe. Sports shoes? Track bottoms? Even socks? Adidas is still street sexy; its ads should be too. So it's silver this time.

The "whassup" Budweiser ads are what I mean by street sexy. Sadly, they're an American import, as was the Louis the lizard campaign. British beer ads used to be the perennial winners at award shows; now, like sports goods, they seem to have lost their froth.

2 Sharp is not a word I'd apply to the new Harp campaign. A hectoring barman, admonishing a man for "sitting outside a wine bar discussing organic veg" or "having Four Weddings on video", comes close to that know-all in The Fast Show who tells people when to nudge on the one-arm bandit -- except this guy isn't funny. The basic idea is undoubtedly sound, but Mr Cred the barman? "Please do not ask for credibility, as a punch in the mouth often offends."

6 When Molly Godet introduced the Sanatogen animation style in 1986, it looked lively and colourful; now it's as tired as the night feed mother in the ad. Pity, because there is something fresh here: the idea that we are obsessive about checking on passports, alarm clocks etc, but don't remember vitamins. Research probably shows that it's the number one thing we mean to do but forget. But wouldn't live action make that point with so much more realism?

1 I like the Penguin ads. They have a very distinctive personality. The use of print combined with subtle images of a clenched fist or a laptop is at the same time visually modern yet steeped in Penguin's traditional strength --words.