Hails & Fails – June 5th 2026
From surprise celebrity comebacks to football fever and toy-filled nostalgia, this week’s Hails show brands finding clever ways to tap into cultural moments. Cornetto sparked an internet frenzy with an unlikely musical collaboration, Ocado drafted in football royalty to deliver a World Cup surprise, and Asda got fans dreaming of summer with a little help from Chris Kamara. But while some brands were creating excitement, Meta found itself facing uncomfortable questions from within its own ranks.
HAILS
Cornetto melts the internet with Susan Boyle
Cornetto struck gold this week by bringing back Susan Boyle to record a version of its iconic jingle. The response was so enthusiastic that the brand reportedly released the track earlier than planned after demand exploded online. It’s a brilliantly unexpected partnership that combines nostalgia with genuine cultural affection for Boyle. Sometimes the internet tells you exactly what it wants, and Cornetto listened.
Ocado calls up Harry Redknapp
Ocado has enlisted Harry Redknapp to front a surprise delivery service ahead of the World Cup, helping football fans stock up for the tournament. Redknapp is one of those rare personalities who feels instantly familiar and trustworthy, making him a natural fit for the campaign. The idea taps into the excitement building around the summer of football while keeping the focus firmly on the customer.
Asda gets Kammy dreaming of summer
Asda teamed up with Chris Kamara to share his predictions for the summer while also promoting its new Toy Story range. Kamara’s warmth and likeability do much of the heavy lifting, giving the campaign an easy-going charm that feels authentic rather than forced. Asda understands its audience, and this is another example of the retailer using familiar faces to connect with customers in a way that feels natural.
FAIL
Meta faces backlash over employee tracking tool
Meta has come under scrutiny after reports emerged that it was scaling back an AI-powered employee monitoring programme following concerns raised by staff. According to reports, the system tracked workplace activity including mouse movements and prompted worries about privacy and oversight. Meta has since adjusted the programme, but the story has generated uncomfortable headlines at a time when public concern around AI and surveillance remains high. A reminder that just because technology can do something doesn’t always mean people will be comfortable with it.
