The Work: Private view.

Publication: Campaign

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COPYRIGHT 2007 Haymarket Business Publications Ltd.

CREATIVE - Paul Briginshaw, executive creative director, Miles Calcraft Briginshaw Duffy

Campaign wrote a piece last week on how similar the new MFI (1) ads are to the American Ikea campaign of two or three years ago, so I won't go on about it.

What price originality, eh?

The good angel sitting on my shoulder tells me that this can only be an honest mistake and that the people involved are too talented and experienced to knowingly perpetrate such an obvious crib. You don't want to know what the devil on my other shoulder is saying.

So is this going to be Private View or deja vu?

Next out of the bag is a website promoting three games from Xbox (2). A well-put-together film shows a freerunner telling us how he relishes taking on the impossible as he performs parkour around a city. It links well with the games, but, as I watch, I can't get out of my head the award-winning and much more spectacular freerunner ad for the BBC, where a bloke takes a rooftop route back to his pad.

Woolworths (5) brings us another episode of the Wooly and Worth show to promote its new value range. How do you get a toaster for a fiver, a Star Wars DVD and a toy lightsabre all in one script?...

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