Private View: Andrew Reznik, executive creative director of Lowe Singapore

Let's pretend I've kicked back in my comfy chair and the only thing I care about is that my low-salt pretzels taste like they're high-salt pretzels.

So connect with me. Make me laugh. Make me cry. Make me care about what you're saying. Don't sell me. Don't bore me. And don't underestimate me, because I'll hold a grudge - I will turn the channel or the page.

See I have all the power. Now bring it.

Just Gold: The message for this stuff was the 'religion of beauty'.

Oh, my god! Are they serious? Of course, we've all seen worse but really, this is such a strategic disconnect. Beauty is now a religion? Isn't that the fourth sign of Armageddon?

Diamond Trading Council: Whoa. The best way to sum up this campaign is as follows: "scarier than Poltergeist". Ironically, it actually has something to say - these ads are supposed to be about trust. So from now on any diamond one buys with the Forevermark is guaranteed to be genuine and not made from the bottom of a Coke bottle. It's just so bland. Oh, the girls in the ads are all actresses. Whoopee.

Telekom Malaysia: You know, I liked this enough to watch most of it.

But then they started talking all about themselves. But I got the message.

You're big! You're global! You're connected! Damn, this chair is comfy!

Jalan Besar Town Council: Well, it's a message worth getting across to people and I'm pretty sure the people of Jalan Besar are going to think twice the next time they toss something out the window. That said (and this is about as advertising as I'm going to get), The whole 'chalk outline' thing has been done to death. Yup, wrote a pun and proud of it.

North Face: Extreme sports made extremely boring. I assume someone had to use these photographs, but maybe they could have been used in a different way. Anyway, the headlines could have made these ads a little better, but they didn't. I wouldn't mind if the headlines were longer, as long as they really spoke to me. But the writer went for short and therefore fell short.

Nokia: You know, ever since the movie Poltergeist, I've been wary of clowns (the scene with the little boy in his bedroom). Let's face it, they're creepy. But here was a commercial with a very simple message directed directly to me! Score! I think it could have been a whole lot funnier, but it was entertaining enough to be memorable.

* For the record, no beer, no matter how good, is going to make me want to "get that plane, get that front cover, get that building, get that deal" or get my big butt out of this chair.

JUST GOLD

Project: 'The Religion of Beauty' regional campaign

Client: Just Gold

Agency: Leo Burnett

ECDs: Eddie Booth,Connie Lo, Ray Lam

Copywriter: Connie Lo

Art director: Ray Lam

Producer: Goretti Yau

Production house : off-lo-hi, Hong Kong

Directors: David Pun, Alfred Hau

DIAMOND TRADING COUNCIL

Project: DTC Forevermark

Client: DTC

Brief: become a diamond connoisseur by choosing a diamond inscribed with

the Forevermark

Agency: J. WalterThompson

Creative director: Josephine Lin

Art directors: Deborah Huret, Denis Power

Production house: Frieze Films

TELEKOM MALAYSIA

Project: 'Connect'

Brief: demonstrate how Telekom Malaysia is keeping Malaysians 'in touch'

with their athletes during the Olympics

Agency: TBWA

Client: Telekom Malaysia

Creative director: Chris Howden

Art director: Jazzy Chan

Copywriter: Chris Howden

Production house: PRS

JALAN BESAR TOWN COUNCIL

Project: 'Killer Litter'

Client: Housing & Development Board of Singapore

Brief: highlight the dangers of litter thrown from high rise apartments

Agency: DDB Worldwide Singapore

Creative director: Neil Johnson

Copywriter: Daniel Sin

Art directors: Al Sham Nasaar, Joel Chin

Photographer: Sebastian Siah

NORTH FACE

Project: 'Human Touch'

Client: The North Face

Brief: promote brand awareness in nine Asian markets

Agency: DDB Seattle

Creative directors: Fred Hammerquist, Carol Davidson, Rebecca Wara (from

The North Face)

NOKIA

Project: 'Bored' TV campaign

Client: Nokia

Brief: illustrate Nokia's innovation in mobile technology

Agency: Bates Singapore

ECD: Petter Gulli

Copywriters: Petter Gulli, Lim Chiao Woon

Art directors: Joachim Haug, Richard Copping

Production house: The Sweet Shop

Director: Andy Lambert

Executive producer: Shareen Thumboo

Interested in having your campaigns reviewed? Send submissions to Atifa Hargrave-Silk in the form of trims, transparencies or video printouts for TVCs plus the TVC itself, and proofs for print ads and posters. Please send all material to Media, 2201, 22/F The Centrium, 60 Wyndham Street, Central, Hong Kong.