Hails & Fails – March 13th 2026
From fashion partnerships to football passion and beer rituals done properly, this week’s Hails show brands tapping into culture in ways that feel natural rather than forced. M&S landed a charming collaboration with Gillian Anderson, Guinness captured the spirit of Premier League fandom, and Corona solved a struggle anyone who’s ever opened a bottle in the sun will recognise. But while some brands struck the right tone, AI toy company Gabbo found itself under scrutiny amid growing concerns about smart toys for children.
HAILS
M&S partners with Gillian Anderson
Marks & Spencer has enlisted Gillian Anderson as its new “Chief Compliments Officer”, fronting its spring campaign and celebrating the small but meaningful moments that make people feel good. It’s a partnership that feels like a natural fit: Anderson brings warmth, humour and credibility, while the campaign leans into positivity rather than pure product push. Judging by the coverage alone, the combination has clearly struck a chord.
Guinness highlights the passion of the Premier League
Guinness’ latest campaign looks beyond the stadium to celebrate the global community of Premier League fans. Rather than focusing solely on matchday action, it captures the rituals, conversations and shared moments that surround the game. It feels authentic and grounded in real supporter culture, a smart move for a brand that has long positioned itself alongside football fandom.
Corona perfects the lime ritual
Corona has tackled a small but familiar frustration: getting the perfect lime wedge into the neck of a bottle. The brand has introduced laser-etched limes with guiding lines that show exactly where to cut, turning a tiny moment of bar-side struggle into a clever brand idea. Simple, relatable and rooted in how people actually drink the product.
FAIL
AI toy brand Gabbo faces scrutiny
AI toy brand Gabbo, which produces interactive smart toys designed to talk and play with children, has come under the spotlight this week as researchers raised concerns about the risks posed by AI-powered products aimed at young users. Experts are calling for tighter regulation and greater scrutiny around how these toys collect data and interact with children. While the wider debate around AI toys continues, the attention has placed brands like Gabbo firmly under the microscope.
