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The anticipation is building ... to a real, damp squib of a leaflet. This is five exciting, champagne-filled days at Royal Ascot we're talking about, not a school fete. Where's the sense of occasion, where's the glamour, where's the idea? There's so much you could do, and for whatever reason the creatives have opted to explore a kind of kaleidoscope effect illustration on the front, inside and back cover. We just don't understand why.

Client: Ascot Racecourse
Agency: Mercier Gray
Art director: Tony Enright
Copywriter: Gareth Fitzpatrick
Medium: Direct mail

2. Sony PlayStation

This launches a new PlayStation 2 game, SOCOM, where you're in charge of a team of US Navy Seals. What a great brief. It's a voice recognition strategy game, so a pack that gets you barking commands in preparation for combat is an excellent link. You're immediately engaged. We like the envelope (good line), the strong graphics throughout, and the stickers inside are very funny: 'Tea! 2 sugars'. 'Move it dirtbag!'. We're ready to play.

Client: Sony PlayStation
Agency: Claydon Heeley Jones Mason
Art director: Nick Thompson
Copywriter: Josh Haines
Medium: Direct mail

3. Radisson Edwardian Hotels

'Visit London and stay at the Radisson' is a simple objective. And spoof holiday snaps in a developer's wallet is a suitable enough solution. It all starts well with the index print sheet, but the anticipated fun snaps that capture a memorable break away are just five uninspiring images on flimsy paper. This idea needs great production values to make it work. One of the 'snaps' doesn't even appear on the index sheet. Possibly a mix-up at Boots?

Client: Radisson Edwardian Hotels
Agency: WDPA
Creative director: Christian Nelson
Copywriter: Rahil Sheikh
Medium: Direct mail

4. Smirnoff

Could you blag it as a stuntman, ballroom dancer or TV director? Don't know? With this Smirnoff pack, we're about to find out. Essentially the pack is a free game (so thank you very much) that gives you the opportunity to lie through your teeth. And it neatly ties in with the Smirnoff TV sponsorship for Channel 4's Faking It programme. It's big and chunky, has keepability and also introduces you to lots of interesting ways to mix your Smirnoff.

Client: Smirnoff
Agency: Tullo Marshall Warren
Art director: Mark Reddick
Copywriter: Daren Kay
Medium: Direct mail

5. Boomerang Media

This is a simple air ticket format sent out to media planners and buyers to sell postcard advertising in Ibiza. It's not the most creative execution in the world, but it's an apt vehicle that keeps up the pastiche right through to the paper stock and the staples on the air ticket. The copy talks persuasively, and one quick flick through later and you're writing Boomerang's number on your note pad.

Client: Boomerang Media
Agency: Boomerang Media
Art director and copywriter: Sarah Christmas
Medium: Direct mail