Private view.(ad campaign reviews)(Brief Article)

I loved the last commercial that St Luke's did for BT. Remember? The one with the massive amphitheatre full of people. I thought it was an inspired, simple, powerful metaphor for how the internet works. One of my favourite ads for a longtime.

5 What a pity these new ads for BT don't match up. Unlike the amphitheatre ad, they use one of the oldest advertising constructions in the book: dramatise the negative, then reveal the solution to be the product. Thus we get a series of commercials that do no more than this.

Either you can get a wacky motivational guru to train your salesmen, or you can build a superduper website with BT's help. Either you can run daft stress counselling lessons for your staff, or you can get stress-free IT systems from BT Either you can give all your staff silly post-modern beanbags to sit on (to make the office more like …