Ogilvy & Mather Group UK's Chief Creative Officer, Emma de la Fosse, cast her eye over the industry's latest work in Campaign's Private View

By the time you read this, you’ll probably be sick to the back teeth of all things Trump and Clinton and the inevitable dissection of a shock result that nobody thought could happen. Bit like Brexit. I find the lay of unintended consequences the most interesting aspect in both cases. Cameron thought that, by calling a referendum, he could unite the country (behind Remain). And did Obama think he could put an end to Trump’s political aspirations when he ridiculed him in front of the crowd during a White House post-dinner speech in 2011? Some hold the view that Obama’s actions spurred Trump to decide to run not for the hills but for office.

Let’s hope the US doesn’t have “80 years of torment” to look forward to – which also happens to be the title of the latest offering from RUSTLERS. A very tasty spot, this. It has given us a beautifully made film taking us on one man’s journey through the darker times of past decades to announce it’s actually a great moment to be alive – because we can enjoy a microwavable burger from Rustlers. This is a teriffic, big film for a quick and dirty burger.

Great advertising can make a weak product fail faster. I wonder if the law of unintended consequences will strike again here.

Britalia: a new nation state in Knightsbridge where you can indulge in the finest Italy has to offer without leaving the country, thus keeping Europhiles and Europhobes happy. There has been a lot of witty stuff done with subtitles in ads over the ears and this ad doesn’t disappoint. Our friends in Paddington have crafted a humorous and engaging piece for HARVEY NICHOLS. Why knew retail could be so much fun? (By the way, is it me or is that actress the spit of Davina McCall?)

The unexpected is only to be expected at TK MAXX. So instead of giving us a Christmas carol, it has given us the theme from Pulp Fiction. And very nicely done it is too. But Christmas is a time when you haven’t a clue what to buy anyone. I would have thought that would be meat and drink to a retailer that launched “Ridiculous possibilities” as its big brand platform idea not long ago. I don’t know if this spot, while being beautifully executed, will help TK Maxx compete for everyone’s hard-earned pound on the high street this Christmas.

The cast of the VODAFONE ad certainly went to the same retailer to get their Christmas jumpers. The pullovers are not the only thing that feel a bit “samey” in this commercial. The script contains a good idea but the execution lets it down. A busload of people broken down by the side of the road on Christmas Eve and a pub full of slightly pissed partygoers should be a gift to a director. But somehow it feels a bit more Boxing Day than Christmas Day.

Finally: “We open on five multicoloured yetis speed-skating through a snowy town.” What’s not to love? ARGOS. I’m sold.

This was originally published in Campaign.