Hails & Fails – May 8th 2026
From smart partnerships to middle aisle madness and beer billboards that actually pour pints, this week’s Hails show brands finding creative ways to turn everyday moments into something more memorable. M&S continues its strong run of collaborations, Aldi leans into the cult status of its Specialbuys, and Peroni delivers a standout installation in the heart of London. But while some brands brought the vibes, Ryanair risked taking the fun out of travel.
HAILS
M&S keeps its partnership streak going
M&S has teamed up with Amelia Dimoldenberg for its latest “Summer of Love That” campaign, and it’s another example of the brand getting its collaborations right. Dimoldenberg brings a recognisable tone and audience, while the campaign feels fresh without trying too hard. M&S has been on a strong run with partnerships recently, and this keeps that momentum going.
Aldi turns the middle aisle into fashion
Aldi is bringing back its Hawaiian shirts, this time inspired by the weird and wonderful world of the middle aisle. The designs feature illustrations of cult Specialbuys, turning everything from power tools to garden gadgets into wearable summer fashion. It’s tongue-in-cheek, unmistakably Aldi and exactly the sort of self-aware fun the brand does well.
Peroni pours pints from a billboard
Peroni has unveiled a giant installation in Covent Garden that doubles as both artwork and functioning beer tap, serving free pints directly from the billboard itself. Inspired by Italian craftsmanship, the activation transforms a traditional ad space into something people actively want to experience and share. Visually striking and genuinely novel, it’s the sort of idea that stops people in their tracks.
FAIL
Ryanair plays down pre-flight pints
Ryanair has called for limits on alcohol sales at airports, particularly before early morning flights, in a move that hasn’t gone down well with travellers. While the argument centres on reducing disruption onboard, the messaging risks positioning the airline as the one dampening the holiday spirit. A tricky balance, and one that’s sparked plenty of debate.
