CLOSE-UP: CRAFT/DIRECTOR'S CUT - Steve Henry, HHCL's creative director, chooses the best in April's Campaign Screen.('talked about' advertisements)(Brief Article)

The latest Campaign Screen has an interesting new feature in it, called 'Most talked about'. Which is a difficult thing to measure, because it depends who you're talking to.

But it's a great idea.

When I'm creative directing, I say to teams: 'Is this going to be the most talked-about idea of the year?' Whether it's a mailer or a cinema ad, that should be your ambition.

So, what makes something talked about? For me, it comes down to two things.

1) If it offers up an opinion that you have to react to (like the e-Sixt idea from Jung von Matt, see below). Or 2) If it's new.

The Johnnie Walker ad featuring Martin Scorcese tells me nothing I didn't know already. If it is talked about now, it's only because of the celebrity factor. Oooh, Martin Scorcese. Oooh, Tony Scott. Well, to paraphrase the endline ... stroll on.

But Musco Olives you've got to see. I don't like the pack-shot, but it's a cracking campaign. And it is new - well, go on, tell me you've seen an ad in which a young boy is told he will never be adopted because he has olives on the end of his fingers (unless there's a sequel to Edward Scissorhands called Teddy Olivefingers, which I've somehow missed). Fantastic work.