PRIVATE VIEW: Linda Locke, regional head of creative at Leo Burnett

When I was asked to write this review, the world felt a far safer place and advertising seemed to have a place in it. On Tuesday night and for quite a few nights after that, it disappeared, replaced by the devastating and horrific images of the atrocity wreaked on America - filling our eyes, our minds and our hearts. And then, bit by bit, ads started to reappear and for the first time in days, I started to feel calmer for it seemed to signal the first signs of normalcy, of getting back to business. And so we shall ... JTC International Business Park: Two ads that seem to have little in common, save the logo. The first ad featuring a man on the beach with the suggestion of his office drawn in. Wow, an office by the beach I thought, but I read on only to discover no, it's actually in the middle of an industrial park - but, they assured me there is a real park there - enough said. The second ad featuring a lot of different light bulbs and a headline that talks about "letting your ideas take off" - cliched. Such a shame, the park is really set in a park. Now there's a story waiting to be told. Chow Sang Sang: There is a nice visual device in the sunburn shadow left by the jewellery, but it's a bit of a stretch to suggest the wearer loves the jewellery so much she never takes it off. Too complicated and so is the layout. Oxygen: It's quite a clever ad - a roomful of children being asked general knowledge questions while a computer loading symbol appears on the child's forehead. It takes forever to load information to answer the questions an off-screen teacher asks. The idea that broadband is as quick as a child's mind is a very human way of selling the benefits of broadband and a compelling way to sell technology. Dao Heng Card: A beautifully-shot film with wonderful art direction touches and great music. It makes me want to pick up the phone and book a holiday immediately up until the couple's kiss on the beach; when it tried to tell me that if I sign up now I'd get free Samsonite bags, it brought me back to earth with a bump. The hard sell supers also seemed unnecessary. I just needed to know that with a Dao Heng credit card, it could be me on that romantic holiday. Everything else should have been relegated to a print ad. Jurassic III: A fun ad that communicates simply and graphically great art direction and leverages the previous two films well. Samsung: A good product trying too hard to get its message across so much so it feels like it's yelling at me. The idea of higher 'rinsability', if such a feature really exists is a compelling one. The art direction does little to help tell the story. I'm afraid it's an opportunity missed. JTC INTERNATIONAL BUSINESS CENTRE Project: International Business Park Client: JTC Corporation Brief: To inspire people to carve a niche in the growing knowledge-based economy. Agency: Mandate Advertising International, Singapore Creative director: Paul Hume Art director: Eric Chow & Jude Castillo Copywriter: David Goh CHOW SANG SANG Project: New Shop Opening Client: Chow Sang Sang Jewellery Brief: To promote a shop opening in Hong Kong Agency: Lowe Lintas & Partners Creative director: Kinson Chan Art director: Bunzz Ng Copywriter: Helen Chan OXYGEN Project: "56K Kid" Client: CLP TeleCom Brief: to launch the Oxygen Broadband service Agency: Saatchi & Saatchi Creative director: Francis Wee Art director: Maurice Wee Copywriter: Renee Lim Production House: Film Factory DAO HENG Project: Dao Heng Holiday Client: Dao Heng Credit Card Brief: To stand out from the extremely competitive local credit card market by giving the brand a unique personality as well as offering consumers distinctive product benefits. Agency: MK2 Communications Creative director: Kasey Lin Art director: David Cheung Copywriter: Joe Chan Production House: Odeon JURASSIC III Project: "Eggs" Client: Smart Telecom Brief: To serve as a teaser for the upcoming movie "Jurassic III". Agency: DDB Philippines Creative director: Roger Pe Art director: Juan Paolo Tana Copywriter: Roger Pe Production House: Calypso, Makati SAMSUNG Project: Washing machine Client: Samsung India Brief: To move away from advertising generic benefits towards communicating a message that has a greater emotional appeal Agency: Triton Communications Creative director: Atanu Chakravorty Art director: Atanu Chakravorty Copywriter: Shashank Gupta Production House: Thomson Press

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