Carlsberg has spent 4m on the Owens DDB campaign, and the slick production thought up by creatives Colin Murphy and Donal O'Dea sustains the dark, slightly uncomfortable feel of the other "So Good" spots. It's also one of the few executions on Irish screens during this World Cup that lives up to the eventad hype. The claymation Coca-Cola spot might've made you grin; the bonehead 'Brad and Hal' Budweiser soccer pundits were so infuriating they made many of us actually risk missing the start of the second half by clicking away. This Carlsberg spot seems a more intelligent use of our attention span . . . launching a campaign that won't "nish with Zidane's international career.

Only one problem. It applies to the whole notion of Danes going to James Bond lengths to keep the precious nectar at home. Isn't the Carlsberg at Publius' local in fact brewed under license in Dundalk?

SWIMMING WITH SHARKS THE timing of the Carlsberg ad debut means Owens will be able to submit it for the 2006 Shark Awards (www. sharkawards. com), which issued its call for entries and delegates this week. The 44th adapalooza returns to Kinsale this year from 7 to 9 September after two years on the road.

This year's jury is headed by John Hegarty of Bartle Bogle Hegarty (BBH) and includes Omen 666 director John Moore.

McCann-Erickson scooped last year's Grand Prix for their Heineken 'China' campaign. Who will be buying the rounds in Actons Hotel this year? Publius would like to hear your own nominees for what ads grabbed you and why in the last 12 months . . . send to rdelevan@tribune. ie.

Most entertaining entry wins my worn-out copy of Glengarry Glen Ross and a free plug in this space.

EASY DOES IT ZAHRA, who publish leading food and cookery magazine Easy Food, launched a new title, Easyhealth, last week. Zahra's John Mullins says the mag will avoid entirely the beauty tips to be found in other health magazines, pointing to research suggesting that while only a tiny percentage of women say coverage of beauty tips would make them buy a health mag, nearly a quarter of the content in health magazines is devoted to the subject.

Features in the debut glossy 84page book range from food allergies to carbs and omega-3, but our favourite item is 'Ask Penny', an advice column on pet health. Penny, it should be noted, is a canine.

Easy Food, launched in 2003, was the fastest-growing magazine in Ireland in the second half of last year, according to ABC "gures.

INVENTIVE APPOINTMENT DAVE SMYTH, who once roamed this parish, has been appointed commercial director of Inventive Marketing. Inventive recently won business from Bank of Scotland (Ireland), Bayer and the complete suite of marcomms for Airside Motor Park after a competitive pitch.

QUESTION OF THE WEEK WHICH top Newstalk presenter has yet to sign his contract renewal with quasinational launch just weeks away?

TIPS, BRIBES & ABUSE all welcome at rdelevan@tribune. ie.