PRIVATE VIEW: Alec Cheng, executive creative director of J. Walter Thompson Hong Kong

Jim Beam: A real something for a real somebody is not a breakthrough concept. The executions are also not unexpected. The lipstick on a man's chest is somewhat contrived. The bridegroom execution reminds me of Remy Martin's 'Red Lantern' spot done some years ago. It also dramatised a situation where men would leave their women behind when it came to enjoying good alcohol. These ads need to be crafted with a little bit more wisdom and fun so that they remain in our memory for sometime - like good whisky.