Hails & Fails – January 23rd 2026
From pop-culture nods to bold broadcast stunts, this week’s brands showed how tapping into the moment can drive real cut-through. On the Beach and Monzo leaned into cultural insight with confidence, while the BBC enjoyed a headline-grabbing win with The Traitors. But it wasn’t all smooth sailing for the broadcaster, as The Apprentice reminded us how quickly behind-the-scenes issues can steal the spotlight.
HAILS
On the Beach introduces the ‘Beckham clause’
On the Beach struck pop-culture gold by launching the ‘Beckham clause’, a tongue-in-cheek policy promising support if family feuds threaten to derail a holiday. Inspired by the very public Beckham family fallout, the move feels sharp, timely and brilliantly self-aware. It’s a playful reminder that the brand understands modern family dynamics, and isn’t afraid to have a little fun.
BBC projects The Traitors teaser onto the White Cliffs of Dover
Few backdrops are as iconic as the White Cliffs of Dover, and the BBC made full use of them by projecting a teaser for The Traitors ahead of its finale tonight. The dramatic stunt blurred the line between national landmark and marketing canvas, creating a moment that was impossible to ignore. Big, theatrical and perfectly in tune with the show’s sense of intrigue, it proves the broadcaster still knows how to create genuine water-cooler moments.
Monzo celebrates saving with a 1p football shirt
Monzo turned heads by unveiling a football shirt inspired by its 1p saving challenge, celebrating everyday progress rather than flashy financial milestones. The clever bit? Turning something as mundane as micro-saving into a badge of pride. It’s a smart, culturally fluent way to make money management feel accessible, and even a little bit cool.
FAIL
BBC tightens vetting after The Apprentice backlash
At the other end of the spectrum, the BBC faced criticism this week after offensive historic social media posts from an Apprentice candidate came to light. While the broadcaster moved quickly to address the issue, the episode raised awkward questions about vetting on one of its longest-running formats. In the same week the BBC showed how powerful bold promotion can be, it was also reminded how damaging behind-the-scenes oversights can become once they hit the headlines.
