Private View: Steve Straw, executive creative director of Leo Burnett Singapore

Guinness: I love this brand. It's one of those quietly cerebral brands that just demands respect. But these ads don't do it justice. They look good, so the art direction and photography isn't bad. It's the thinking. 'Believe' is such a great proposition. But why spell it out like this with a contrived execution? Is it for aspiration's sake? That's a tired argument and, frankly, a bad one that underestimates the intelligence of the consumer. Not a very good start for a cerebral brand then, is it?