Hails & Fails – July 24th 2026
This week’s Hails prove that the best campaigns don’t always need huge budgets or blockbuster ideas. Lionsgate, Boots and Apple all found simple but effective ways to get people talking, whether by listening to fans, tackling a real social issue or embracing everyday life. Meanwhile, ITV found itself apologising after an email sent on behalf of The Voice UK struck entirely the wrong note.
HAILS
Lionsgate finally gives Ryan Gosling a hand
For years, La La Land fans have pointed out that Ryan Gosling’s hand looked strangely edited on the film’s iconic poster. Rather than ignore the joke, Lionsgate embraced it, unveiling a corrected version to mark the film’s 10th anniversary. It’s a small detail that fans genuinely cared about, showing the value of listening to your audience and proving that sometimes the simplest ideas create the biggest buzz.
Boots helps young people make a better first impression
Boots teamed up with The Hygiene Bank to hand out free “First Impression” washbags packed with everyday toiletries after research found hygiene poverty is preventing young people from applying for jobs and attending interviews. The campaign tackles a genuine barrier that often goes overlooked, while giving Boots a credible role in helping solve the problem. It’s purpose-led marketing with a practical outcome, rather than simply raising awareness.
Apple embraces real life
Apple’s latest iPhone outdoor campaign swaps polished, picture-perfect photography for the kind of blurry, wonky and chaotic snaps that fill all of our camera rolls. Rather than pretending every photo needs to be flawless, the campaign celebrates the messy moments that often become our favourite memories. It’s a refreshing shift that feels more authentic than traditional smartphone advertising.
FAIL
ITV's request leaves a sour taste
ITV apologised after an email sent on behalf of The Voice UK asked an independent bakery if it would provide hundreds of cupcakes for free in return for “TV exposure”. The request sparked a backlash after the bakery shared it online, with many accusing the broadcaster of undervaluing small businesses. ITV quickly apologised, but it’s another reminder that “exposure” is rarely an acceptable substitute for paying people properly.
