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

Skoda: Unless Skoda is a very much sought-after and prestigious badge in India, the ad lacks a little special something to convey why Octavia is the most well-built luxury car (other than the body copy repeating this line four times). It serves the purpose purely as an announcement ad for a new model launch. But I have my doubts whether it can create an aspiration and a desire to own the vehicle.

BMW: If the two ads for BMW are meant to be one campaign, I couldn't find a vivid link to put them together except for the quite-often-seen layout. One ad says that the car's elegant interior quality is inspired from a global research and study of company boardrooms. I wonder if this logic would impress business executives to whom a boardroom is hardly a yardstick for measuring comfort, luxury and relaxation. The other ad features a standard photo of the sedan, with copy that goes on and on about the comfort of the vehicle. Flowery copy is not enough to make it distinctive from being just another car ad.

AXA: This campaign is a typical one that I would chat about with colleagues during lunchtime. These ads may not be the most stunning but they do demonstrate a few creative fundamentals we might forget about. My applause to the platform first. Then to the execution. It is simple, well-crafted, to the point and without frills. And you don't need to read it twice to understand (or to guess) what they are talking about. The TVCs are not as good as the print and postcard executions, though.

Lam Soon: The good mum platform created for the Knife Brand Oil years ago is faithfully kept in this spot. All elements, guaranteed to please every mother on earth, are carefully calculated in this slice-of-life commercial. Dad is too lazy to prepare any food for his starving child in the middle of the night while his wife is overseas on a business trip.

She's back the next morning and cooks breakfast for the family. A lot of hugs follow. Of course, safe enough not to offend any housewife. Certainly all mums love to be portrayed as the hero and the most indispensable person at home. However I think the set-up is weak because all kids and dads today know how to deal with something called instant noodles.

Nike: It's a spectacular thing to bombard the whole mall in order to promote a brand. The wall posters, hanging logo and staircase visuals certainly remind you about Nike every step of the way during a weekend shopping trip. However, it's a mile off from being categorised as a notable creative use of media. The Nike merchandise as displayed by jumping models would have meant more if something was added to spell out an attitude.

What makes Nike different from its rivals? We know people buy a piece of Nike cloth not for its design and colour only.

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