Hails & Fails – December 5th 2025
As the festive season kicks into overdrive, brands are pulling out all the stops, from iconic TV reunions to daring outdoor stunts and hotel hacks for frazzled parents. Waitrose continues its winter winning streak, Columbia Sportswear takes on conspiracy theorists, and Travelodge nails a clever, relatable seasonal service. Meanwhile, Nike (with Superdry and Lacoste in tow) found itself on the wrong side of the ASA in a very public mishap.
HAILS
Gavin & Stacey stars reunite for Waitrose
Waitrose is having an absolute moment this Christmas, and they delivered another crowd-pleaser this week. Gavin & Stacey icons Mathew Horne and Joanna Page have reunited for the brand’s festive mini-series, bringing their trademark warmth and chemistry back to our screens. Following what we crowned the Christmas ad of the season, this is yet another win for Waitrose in a campaign run that’s been nothing short of stellar.
Columbia Sportswear challenges the flat-earthers
Columbia has gone bold and brilliantly tongue-in-cheek with its latest campaign, inviting flat-earthers to “find the edge” — with the CEO even offering them the keys to his office if they can. It’s daring, playful and perfectly pitched, showcasing a brand that’s unafraid to lean into humour while celebrating the spirit of adventure. Brazen in all the right ways.
Travelodge launches secret wrapping rooms
Travelodge has tapped into the universal December struggle: hiding Christmas presents from children with the stealth of a Navy SEAL. Its new “wrapping rooms” give stressed-out parents a quiet space to wrap gifts in peace — no prying eyes, no panic, no Sellotape disasters. Smart, empathetic, and guaranteed to spark a few “why has no one done this before?” moments. We might just book one ourselves.
FAIL
Nike ad banned over misleading sustainability claims
Nike leads this week’s fail after the ASA banned one of its Google ads for exaggerating sustainability credentials, and they weren’t alone. Superdry and Lacoste were also caught out for using vague eco-language that couldn’t be substantiated. At a time when consumers and regulators are hyper-alert to greenwashing, it’s a costly and avoidable misstep. Proof that even global giants can’t skate by on buzzwords.
