Hails & Fails – March 6th 2026
From unlikely brand ambassadors to painfully relatable product design and campaigns tackling hidden health issues, this week’s Hails show creativity coming from all angles. JD surprised everyone with a left-field casting choice, Chupa Chups leaned into a universal frustration, and Holland & Barrett put a spotlight on a condition often kept out of view. But while some brands got the tone exactly right, Gucci found itself facing criticism after experimenting with AI imagery ahead of a major fashion show.
HAILS
JD casts Louis Theroux for Nike Air Max campaign
JD Sports has tapped Louis Theroux as the unlikely face of a campaign celebrating Nike’s iconic Air Max 95 “Neon”. It’s a pairing few would have predicted – the quietly awkward documentary maker fronting one of the most recognisable trainers in streetwear – but somehow it works. Theroux’s understated charm gives the campaign personality, while his cultural credibility adds an unexpected layer to the sneaker’s legacy. A slightly wacky combination that ends up feeling surprisingly spot on.
Chupa Chups launches the world’s hardest-to-open lollipop
Chupa Chups has turned a familiar frustration into a clever campaign with the launch of its “hardest-to-open” lollipop. Anyone who’s wrestled with the wrapper of a Chupa Chups lolly will instantly get the joke, and the brand leans fully into it. By exaggerating a shared experience, the campaign taps into nostalgia and everyday annoyance in a way that feels playful rather than forced.
Holland & Barrett spotlights endometriosis with ‘Endo Knickers’
Holland & Barrett has unveiled “Endo Knickers” for Endometriosis Awareness Month. Developed with The Endometriosis Foundation, the design visualises sufferers’ lived experience, with barbed wire cutting into the skin, deep red gashes at the seams and bruising across the fabric to represent the burning pain many women describe. Slashes placed where the ovaries sit reference the sharp, stabbing discomfort associated with the condition, turning an invisible illness into something impossible to ignore.
FAIL
Gucci criticised over AI campaign imagery
Gucci has faced backlash after using AI-generated visuals to promote its show at Milan Fashion Week. Critics argued the images felt cheap and out of place for a brand synonymous with craftsmanship and luxury. For a label built on artistry and heritage, the move has prompted questions about why a fashion house of this stature would lean on generative AI rather than human creativity. Not exactly the high-fashion statement Gucci might have hoped for.
