Hails & Fails – April 24th 2026
From marathon moments to social impact stunts and pop culture tie-ins, this week’s Hails show brands and organisations landing in culture with purpose and personality. Vaseline leaned into a famously unspoken problem, The Dad Shift brought the reality of paternity leave into public view, and Diet Coke stepped into one of fashion’s most recognisable worlds. But while some struck the right tone, Sky found itself under scrutiny after a customer service response missed the mark.
HAILS
Vaseline tackles the London Marathon’s unspoken issue
Vaseline has been named the official “nipple protector” of the London Marathon, taking on one of the race’s most well-known but rarely acknowledged problems. It’s rooted in real runner behaviour and delivered with just enough humour to feel self-aware without being flippant. By saying what most people avoid, Vaseline earns attention and credibility in equal measure.
The Dad Shift brings paternity leave into focus
Campaign group The Dad Shift has launched a series of stunts to highlight the UK’s limited paternity leave, including visual activations that bring the imbalance into everyday settings. The work is designed to make the issue feel immediate rather than abstract, showing how little time new fathers actually get. It’s a smart use of simple ideas to drive a bigger conversation, and it lands because it feels grounded in reality.
Diet Coke steps into The Devil Wears Prada
Diet Coke has tapped into the hype around The Devil Wears Prada 2 with a campaign that places the brand directly into the film’s world. Rolling out across Europe, the work plays on the fashion credentials Diet Coke has built over years, aligning itself with one of the most iconic style franchises. It’s a well-timed move that leans into nostalgia while reinforcing the brand’s place in fashion culture.
FAIL
Sky apologises after customer service error
Sky has apologised after a customer who lost her home in a fire was asked to return damaged equipment or face a charge. The company has since confirmed the request was made in error and that no fees would apply. While the issue has been resolved, the incident highlights how quickly customer service interactions can come under scrutiny, particularly in sensitive situations.
