So, the noughties were a load of balls

In the spirit of many others at this tired time of year, I'm going to be a bit lazy in this post and regurgitate one of those "noughties" lists rather than go for any original thought. This one is from UK Campaign and is for the Top 10 TV and Cinema spots of the last decade.

1. Sony Bravia 'Balls'

2. Cadbury 'Gorilla'

3. Honda 'Cog'

4. Guinness 'Tipping Point'

5. Stella Artois 'Pilot'

6. Skoda 'The baking of'

7. Orange 'Gold spot, Snoop Dogg'

8. Honda 'Grrrr'

9. Budweiser 'Whassup?'

10. Levis 'Odyssey'

There's plenty to admire here - spectaculars, amazing film techniques and lateral creativity. And it's good to see that those spots from UK-based agencies have an international feel about them. Inevitably, the spots are for those categories that seem to attract good ideas like a spray of Lynx - beer, cars, technology.

What would I like to see in the next ten years? Certainly that TV and cinema are still alive and kicking. It would be good to see more of the everyday; FMCG and retail done well. And, dare I say it, a bit more humanity, emotion and EQ. Because, by the end of the next decade, I expect every Tom, Dick and Harry will be perfectly capable of producing a spectacular of this magnitude on their own.