Hails & Fails – May 1st 2026
From dogs in World Cup kits to marathon mischief and blockbuster stunts, this week’s Hails show brands finding smart ways to grab attention and land in culture. Adidas tapped into football fandom in an unexpected way, Speedo brought some levity to the London Marathon, and Netflix went big with a headline-grabbing moment in Times Square. But while some brands played it smart, Eucerin found itself under scrutiny over claims that didn’t hold up.
HAILS
Adidas puts dogs on the team sheet
Adidas has launched a range of World Cup kits for dogs, tapping into the ever-growing overlap between football fandom and pet culture. It’s a simple extension of existing hype, but one that feels natural rather than forced. Fans are used to repping their teams, and now their pets can too. A light-touch idea that builds on a global moment and gives it an extra layer of shareability.
Speedo makes a splash at the London Marathon
Speedo turned heads at the London Marathon by offering runners an unexpected alternative, encouraging them to swap trainers for swimwear. The stunt played on the idea of endurance in a way that felt playful rather than gimmicky, cutting through a crowded event with something genuinely different. It’s a reminder that sometimes the best way to stand out is to not take things too seriously.
Netflix climbs into the spotlight
Netflix made a statement in Times Square by having Charlize Theron scale a giant billboard to promote its latest release. The stunt was designed to stop people in their tracks, and it did exactly that. Big, bold and built for social, it’s the kind of moment that extends far beyond the physical space and drives global attention.
FAIL
Eucerin ad banned over misleading claims
Eucerin has had an advert banned after claims that its product could make users look “five years younger” were ruled to be misleading. The decision centres on a lack of sufficient evidence to back up the messaging, putting the spotlight on how far brands can push performance claims in the beauty space. A reminder that in categories built on trust, credibility is everything.
