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

Let's try something different. Let's try looking at these ads like a consumer, sitting at home, in a laz-e-boy, maybe a bag of pretzels and in the cup holder, a cold can of beer. * Let's try and get away from pandering, holy-high-falutin' talk about the grade, the director's quirky use of cranes, how many Pencils the writer has/hasn't won or the meteoric rise of Pantone 484 PC.