Hails & Fails – August 7th 2026
From centenarian poker stars to cheese-fuelled comedy and a welcome escape from the heat, this week’s Hails show GGPoker, Cheez-It and Minus 196 finding clever ways to earn attention. But while those brands generated headlines for the right reasons, OpenAI found itself facing criticism after its first influencer trip prompted accusations of being out of touch.
HAILS
GGPoker goes all in on its oldest recruit
GGPoker announced 100-year-old poker player John Shipley as its latest sponsored professional, making him the world’s oldest poker pro. The story generated headlines everywhere because it’s impossible not to smile at. Brands are often guilty of overlooking older audiences, but this campaign celebrated them instead. Sometimes, finding an extraordinary person is all the creative you need.
Cheez-It leans into the cheese
Cheez-It has become the official snack partner of the Edinburgh Fringe, launching a gloriously cheesy campaign built around terrible puns and the festival’s famously playful spirit. It’s exactly the sort of partnership that feels authentic rather than forced, matching the irreverent tone of the Fringe while giving the brand plenty of opportunities to have fun with its own name. A perfect fit.
Minus 196 offers Londoners a cool escape
As temperatures climbed, Japanese drinks brand Minus 196 opened ‘The Chiller Room‘, an ice-cold pop-up designed to give Londoners a break from the heat. Rather than simply telling people its drinks are refreshing, the brand created an experience that let them feel it for themselves. Timely, memorable and the sort of activation you’d genuinely want to visit.
FAIL
OpenAI's influencer trip misses the mood
OpenAI came under fire after inviting influencers on a luxury brand trip that quickly attracted criticism online. Commentators questioned whether the lavish experience sat comfortably with growing public concerns around AI’s impact on jobs and society, while others argued it felt disconnected from the wider conversation surrounding the technology. The trip undoubtedly generated attention, but not the kind of coverage most brands would be hoping for.
