THE new advertising campaign for Malvern Water certainly achieves the first aim of any good advert, it makes you look twice.

Inevitably the humour that underlies this campaign will not be to everyone's taste.

The best thing about the idea is that it makes a point of linking Malvern Water, the product, with Malvern, the place.

One slight concern would be that while the humour is gentle and shows an affection for the place, it does tend to perpetuate the stereotype of Malvern as a quirky rural backwater.

Hopefully, the appointment this week by Malvern Hills District Council of a new town centre co-ordinator will be positive move toward promoting Malvern's regional and national profile.

With his involvement in the improvements to the centre of Birmingham, Anthony Collis certainly brings with him the right kind of experience.

Let's hope he can inject new momentum into the council's ideas to help rejuvenate Great Malvern town centre.

This week should have seen a public meeting to open up the debate about the future of the town which started last year between the council and members of The Malverns Experience.

Unfortunately, the election seems to have pushed back the timetable.

One downside of this is that we still haven't seen the long-awaited report about the impact of Waitrose on the town centre.

We really can't see why this should have to wait until September.