Hails & Fails – April 17th 2026
From space-bound spreads to travel campaigns that flip expectations and everyday parenting realities, this week’s Hails show brands finding smart ways to land in culture. Nutella found itself at the centre of a viral moment, Icelandair turned bad photography into a selling point, and Huggies tackled a familiar frustration head on. But while some brands captured attention for the right reasons, the AA faced scrutiny after falling short on transparency.
HAILS
Nutella floats into the spotlight
Nutella found itself in orbit this week after a jar was spotted floating inside NASA’s Orion capsule during the Artemis II mission. The unexpected cameo quickly went viral, sparking global coverage and social chatter. Whether intentional or not, it’s a reminder of how powerful these unplanned moments can be. A simple product, in an unexpected place, doing all the work.
Icelandair hires the world’s worst photographer
Icelandair is recruiting a “really bad photographer” to capture the country’s landscapes, flipping the usual travel marketing formula on its head. Instead of polished, picture-perfect content, the campaign leans into the idea that Iceland looks incredible no matter who’s behind the camera. It’s a simple insight, well executed, and cuts through a category that often takes itself too seriously.
Huggies spots changing tables everywhere
Huggies has launched a campaign that highlights how parents are often forced to improvise when it comes to changing nappies. By pointing out the everyday surfaces that double up as changing stations, the brand taps into a shared experience without overcomplicating it. It’s grounded, relatable and rooted in real behaviour, which is why it works.
FAIL
AA faces backlash over hidden lesson fees
The AA has been fined £4.2 million after failing to properly disclose additional fees linked to its driving lessons, leaving some learners paying more than expected. The issue centres on transparency, with customers unaware of extra charges until later in the process. The fallout has prompted refunds and raised wider questions around trust in the category. A reminder that when pricing isn’t clear, it’s the brand that takes the hit.
