Hails & Fails – October 2nd 2026
This week’s Hails & Fails brings together Britain’s rudest roads, missing football stars and a famous cow with something to frown about. Asda is drawing the curtains on some cheeky place names, EA SPORTS has made its biggest stars disappear, and The Laughing Cow has wiped the smile from its mascot after more than a century. Meanwhile, Norwegian Air’s playful nod to Erling Haaland has hit some unexpected turbulence, with the footballer taking legal action over the use of his distinctive image.
HAILS
Asda covers up Britain’s rudest roads
Asda Car Insurance has been protecting drivers’ modesty by installing green velvet curtains over some of Britain’s rudest road signs, after research found 65% of motorists have been distracted by an unusual place name behind the wheel. From Sluts Hole Lane to Butt Hole Lane and Minge Lane, the campaign combines a naturally entertaining piece of research with a simple visual stunt that was always going to grab attention. It’s cheeky enough to get people talking, while still finding a neat connection back to road safety and the launch of Asda’s new car insurance offering.
EA SPORTS plays hide and seek with its stars
EA SPORTS marked the launch of FC 27 by making some of its biggest stars disappear from their usual Times Square billboards. Jude Bellingham, Kylian Mbappé, Lewis Hamilton, Lewis Capaldi and others were instead brought together in one image, revealing they had all been too busy playing the new game. It’s a clever twist on the traditional celebrity endorsement, using empty advertising spaces to build intrigue before landing the wider ‘Everyone’s Playing’ message. With football, music, entertainment and gaming all represented, it also neatly captures just how far the FC franchise now reaches beyond the pitch.
The Laughing Cow turns its famous smile upside down
The Laughing Cow has wiped the smile from its famous mascot for the first time in more than 100 years, replacing it with a frown across packaging, social media and real-world activations. After initially leaving people guessing, the brand revealed that everyday disagreements had finally got too much for its usually cheerful cow, launching a challenge encouraging people to laugh off the little things that divide us. It’s a clever use of one of the brand’s most recognisable assets, proving that sometimes changing one small thing is enough to make people take notice.
FAIL
Norwegian’s Haaland stunt hits turbulence
Norwegian Air has found itself in legal trouble after getting a little too creative with its World Cup support, sharing an image of one of its planes sporting Erling Haaland’s distinctive blonde ponytail. The playful reactive post was designed to celebrate Norway’s national team, but Haaland’s representatives argue the airline used his recognisable image to help promote flights without permission. Norwegian has since removed the content, with the dispute now heading to court. It’s a reminder that jumping on a cultural moment can generate attention, but borrowing too heavily from someone else’s identity can quickly turn a clever reactive into a costly headache.
