PRIVATE VIEW: John Merrifield, executive creative director of Saatchi & Saatchi, Tokyo

First out of the bag is the latest American Airlines spot from the UK. Dig the Twin Peaks soundtrack from Angelo Badalamenti. And that small town Americana thing is lovingly shot and nicely strung together (if not a little familiar). But ... "we've removed seven thousand seats to give you more room"? As if. Remember, this is an American airline. Promise me the stewardesses won't all be surly o-ba-chans (grandmothers). Convince me you'll leave on time or better still, spend less time in the air. But don't waffle on about the same thing everyone else is. And that end line: "The American state at 35,000 feet." What the fcuk is that about? For that matter, what the FCUK is this about? I'm sorry, but the commercial is lazy, relying on tricking the audience with lots of enigmatic word play involving the now infamous four letters. If this was meant to feed the mind, I'm afraid it's a rather slender meal. And with all the buzz this brand has generated, I can't help but think it's a missed opportunity. Is disappearing up one's own arse really the way to move a brand forward? If there's one consolation, it's this endline: "f-c-u-kinkybugger." Fortunately, no such lip-hot-sweaty and pouty-damp-spanky pretentiousness on the Taubmans spot. If only real life could be as simple, funny and charming as this little gem from down under. Superbly cast, confidently handled, with a nice bit of music to play off the gag. With so much Aussie humour relying on some feat of testicular humungousness, it's refreshing to see such restraint. Mind you, the makers of the Motorola spot could have certainly used more restraint. Like a straight jacket. I don't know quite where to start. Perhaps I should be polite and say that four parodies in one spot is about five too many. If there's a bandwagon these guys haven't jumped on, it wasn't on Shots in the last four years. You got to hand it to McCann's though, they are consistent. Next up is the latest UK offering from Polo featuring the new strawberry and cream smoothies. As send-ups go, this one works (hole couture) though I don't think they've captured the magic of some of the classic Polo efforts from the past. Pour homme, pour femme, pour la gob is a nice touch. Finally, a delightful bit of illogic brought to you courtesy of Doc Martens. Glorious unadorned feet (a podiatrist's wet dream) as far as the eye can see. As visual feasts go, these feet are infectious. Not to mention the perfect vehicle for their range of open-toed sandals. See if you can spot the frolicking lesbian couple in the 'Cinema' spot. Cut from the cloth of greatness, these spots are destined to foster foot fetishes everywhere. 1. AMERICAN AIRLINES Project: Seats Client: American Airlines Brief: Promote the fact that the airline's seats have more room than their rivals Agency: BMP DDB, London Art director: Neil Dawson Writer: Clive Pickering Production Company: Academy Commercials 2. MOTOROLA Project: Hands Up Kerville Client: Motorola Brief: Increase awareness of the Motorola V Box Agency: McCann-Erickson, London Creative director: Luke White Copy writer: Barney Hobson Art director: Rick Chant Production Company: Jack Strong 3. FCUK Project: Fcukinkybugger Client: French Connection Brief: More provocative and controversial ads Agency: TBWA, London Creative director: Trevor Beattie Copy writer: Trevor Beattie Art director: Bil Bungay Production Company: Jane Fuller Associates 4. POLO Project: Hole Couture Client: Polo Brief: Promote the brand values of Polo Smoothies Agency: J.Walter Thompson, London Creative director: Jasper Shelbourne Copy writer: Matt Lloyd Art director: Dave Woodall Production Company: Tomboy Films 5. DOC MARTENS Project: Cinema Client: Doc Martens Brief: Reinforce core brand values Agency: Mustoe Merriman, London Creative directors: Alan Morrice, Paul Diver Copy writer: Mark Prime Art director: Lee Hanson Production Company: Arden Sutherland-Dodd 6. TAUBMANS Project: Red Client: Taubmans Brief: To emphasise how the power of colour can change people's emotions and behaviour. Agency: Young & Rubicam, Sydney Creative director: Shaun Branagan Copy writer: Shaun Branagan Art director: Pete Buckley Production Company: Blue Sky Films These commercials are taken from Campaign Screen, the video magazine featuring the top television ads airing worldwide. For subscription or advertising enquiries, please contact Roz Parr in the United Kingdom on 44 20 8267-4659 or email her at roz.parr@haynet.com. To submit work to Campaign Screen, email screen@haynet.com for details.

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