PRIVATE VIEW: Rob Sherlock

Carnegie went on to validate this in a few simple sentences: "Instead of condemning people, let's try to understand them. Let's try to figure out why they do what they do. That's a lot more profitable and intriguing than criticism; and it breeds sympathy, tolerance and kindness".

Let's start with sympathy. Guardian has 100 stores in Singapore. And they're 'celebrating' this with the help of Huang Bi Ren. Which is lovely for the both of them - but what are we, as the consumer, suppose to do?

Sure, they're 'everywhere' - but so is bacteria. And so are MediaCorp personalities.

I showed the Nokia TVC to some wandering youth, just in case I wasn't quite getting it. Gratifyingly so, neither were they. 'An orgy of overdressed pretenders', 'What is the idea?' It's nicely shot, but so was Che Guevara.

I hate to say it, but this seems to be a case of style overtaking substance.

Next, the awfully nice people at the China Light & Power, who just want 'a little smile in return'. Well, they show quite a few reasons why they think we should smile: Customer service; a website; sign language service; education programmes; a pleasant smiling orgasmatron thingy. The list goes on. Unfortunately that's what it is - a visual list done to music.

I really feel a nice little idea would have helped here. Always does. Always will.

Next, a little tolerance. McDonald's has a 'Mix and Match for a Dollar' promo, and a sort of okay campaign to back it up. Catchy music, funky colours, groovy people, poppy graphics and a nice big small price. But I really think the deal deserves a little more than this. There are some superb retail campaigns from around the McDonald's world, so it's not like they won't buy brilliant work.

China Unicom shows us how seeing beyond the obvious brings greater meaning and benefit. It's not a bad idea, with interesting art direction, but there does seem to be some disconnect between the concept and company.

And how does this manifest in reality to the consumer? But credit for escaping the obvious techno route.

Finally, a bit of kindness. Coca-Cola brings us 'a celebration of the initiatives of Thai teens to have fun while preserving the traditional cultural framework of peace, harmony and moderation'. In spite of this snappy little description, the commercial does seem to work. This is helped by a refreshing shooting style - very observational and street real. It doesn't try too hard, it's likeable - and it could only be Coke.

1. Guardian 
Project: Guardian Brand Campaign 
Client: Guardian Southeast Asia 
Brief: reinforce Guardian's market and brand leadership. 
Agency: GOSH! 
Creative directors: Vincent Lee, Lim Soon Huat 
Copywriter: Lim Soon Huat 
Art directors: Cheyenne Yee, James Low 
Production house: Procolor 
2. Nokia 
Project: Gimme Five 
Client: Nokia Mobile Phones 
Brief: roll out Nokia's latest flagship mobile phone. 
Agency: Bates Hong Kong 
Production house: Film Factory 
3. China Light & Power 
Project: Smile campaign - Hakka Lady 
Client: CLP Power Hong Kong 
Brief: enhance the emotional attachment with customers by bringing out 
CLP's belief in service excellence. 
Agency: Euro RSCG 
Production house: three-twoone film production 
4. McDonald's 
Project: McValue 
Client: McDonald's 
Brief: build awareness for the burger chain's latest value meals. 
Agency: Leo Burnett 
Creative director: Ng Tian It 
Copywriter: Tan Ai-Lin 
Art director: Ng Tian It 
Production house: Rushes Network 
5. China Unicom 
Project: Corporate 
Client: China Unicom 
Brief: build the Unicom brand. 
Agency: J.Walter Thomson 
Creative directors: Patrick Lai, Eugene Tsoh 
Copywriters: Patrick Lai, Mark Liu, Cheung Yee Mui 
Art director: Eugene Tsoh 
Photography: Garry Chan of Image Bank 
Photo retouch: Simon Lam and Studio 7 
6. Coca-Cola 
Project: Coke Za Doan Sa 
Client: Coca-Cola Thailand 
Brief: improve Coke's preference among teens in Bangkok. 
Agency: Lowe, Thailand 
Creative directors: Veradis Vinyaratn, Jeffrey Curtis 
Copywriter: Veradis Vinyaratn 
Art director: Pravit Vachanavuttivong 
Production House: Triton