Private View: Nils Anderson, group executive creative director at Ogilvy & Mather Beijing

Apple's 'think different.' I believe you.

The Economist has spent years simply saying you'll be better informed if you read it. I'm totally with you.

To that end, I try and apply a simple judging process: "No", or "Oh, that gets to me."

For me, a lot of the work produced 'anywhere' in the world falls into the 'No' category. And that includes London and New York. Turn on the TV on any given rainy evening in London and you'll see some very ordinary things.

So I open the pack of this week's work with some trepidation.

SIM: Should I say, Singapore Institute of Management? At least I think it is, as there are more logos and endlines here than on Michael Schumacher's overalls. It's all about realising your potential. Well, there's a truth here. That's what education's supposed to do for you. I thought the escalator stunt (yes, that one again) was simple and to the point. Just wonder if it would have been better to make the inside of a lift the place that you feel trapped in. Doors open, you're free to fly ... In fact, how about doing it as an elevator campaign only? Don't do ads.

No. But maybe, with a lot of work.

SK-II: Beautiful woman with flawless skin talks about how her friends wonder why her skin is so perfect. She says, 'The secret is her Miracle Water.' Do you want me to go on?

It's a miracle this got made. No.

Jockey: 'Underpants', I'm thinking, as I click on the images, and 'pants' it is when I look at the ads. C'mon, there's got to be something insightful you can do here. Shots of your 'packet' just aren't enough. How about a thought like 'What's in your pants does matter', i.e. the brand. Or, as I look closer at the image I see there's a 'tiny' endline next to the logo which reads 'Jockey. The next best thing to naked'. Comfort. That sounds like a benefit to me. No.

Zu: A new ginseng-flavoured coffee. An interesting combination, me thinks.

Nice brief to get. Now, I had no way of judging this so I sent it to a friend in Bangkok for clarification. It came back much as I'd suspected.

A handsome, famous actor gets the girl because he drinks Zu! Now there's a surprise. If this is the coffee equivalent of Red Bull, why not do something more on what it means to the 'common man?' Art direction is distinctive though. No.

Samsung: What is this? Ah, it's a big stunt. A street dancing competition, no less. Well, the event is certainly big and will get talked about, which is commendable in itself, but I don't understand the relevance to the product. Maybe there's a bit of 'lost in translation' going on here. If so, I apologise. Furthermore, isn't Samsung's strength design? No, I think.

Benetton: With a history of thought-provoking work, this should be interesting.

And it is. Stunning shots of monkeys. Monkeys with names, even. Light ones. Dark ones. Brown ones, staring eerily down at me from magazines and billboards, as if they were people. T-shirts in the shops deliver the message, 'Save The Monkey'. I'm assuming this is really about racialism (United Colours, united races) and marks a return for the company to confronting the issues of the planet.

This gets to me, but I wonder if there can be a more genuine link to saving monkeys too. Anyway, it'll do much for Benetton.

SINGAPORE INSTITUTE OF MANAGEMENT

Client: Singapore Institute of Management - Open University Centre

Agency: Creads, Singapore

Creative director: Michael Goh

Graphic designers: Rebecca Tan, Celine Wong

Copywriter: Louise Bolo

SK-II

Project: Launch of SK-II in Indonesia

Brief: to introduce SK-II to Indonesian consumers as well as excite them

about the brand and its products.

Client: Procter & Gamble

Agency: Leo Burnett Singapore

Creative director: Steve Straw

Copywriters: Tan Ai Lin, Fabiola Renetta (LB Kreasindo)

Art directors: Joy Lim, Tan Wee Kar

JOCKEY

Project: Jockey

Brief: communicate the comfort and wearability of Jockey underwear

Agency: DDB Philippines

Executive creative director: Roger Pe

Copywriter: Roger Pe

Art director: Noah Valdez

Production: Calypso

ZU

Project: Zu - RTD Can Coffee with ginseng

Brief: launch Zu, a new RTD canned coffee with ginseng

Client: Coca-Cola Thailand

Agency: Lowe

Executive creative director: Jeffrey Curtis

Copywriters: Veradis Vinyaratn, Jason Cotsmire

Art director: Tiratus Phasuwan

Production house: The Film Factory

SAMSUNG

Project: Samsung E800 Interactive Billboard and street-dance competition

Brief: use innovative media and events to launch Samsung's E800 slide-up

phone

Client: Thai Samsung Electronics

Agency: Young & Rubicam Thailand/Cheil Communications/Initiative

BENETTON

Project: James and Other Apes

Brief: n/s

Client: Benetton

Agency: Fabrica (Italy)

Creative director: James Mollison

Photographer: James Mollison

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