Hails & Fails – October 30th 2026
This week’s Hails & Fails brings together a nostalgic internet comeback, a trip down the runway and a familiar face with a thirst for milk. Firefox is reuniting the internet’s original meme stars, Nike is turning an airport runway into a nighttime running experience, and Deliveroo is helping Cheryl solve her famous milk dilemma. Meanwhile, Transport for London is sending mixed signals, with a confusing safety advert sparking backlash and an awkward response adding to the PR headache.
HAILS
Nike takes off with runway running experience
Nike took experiential marketing to new heights by transforming part of London City Airport’s runway into a nighttime 10K race for around 5,000 women. Part of its global After Dark Tour, the sold-out event featured live DJs, athlete hosts and post-race celebrations, giving runners a rare opportunity to race where planes usually land. The activation combined a memorable brand experience with a wider message around women’s safety and confidence when running after dark, showing how Nike can bring communities together through sport.
Deliveroo milks Cheryl's iconic meme for all it's worth
Deliveroo has teamed up with Cheryl to give one of her most iconic viral moments a new lease of life, celebrating Tesco’s arrival on the delivery app. The playful advert sees the Girls Aloud star recreate her famous complaint about being too recognisable to nip out in her pyjamas for a pint of milk, only for Deliveroo to come to the rescue. Created by The Romans, the campaign also features a limited-edition ‘Cheryl-Skimmed’ giveaway, complete with pyjamas and signed milk jugs. It’s a clever use of nostalgia and self-deprecating humour, turning a familiar pop culture moment into a natural promotion for the brand’s grocery delivery service.
Firefox brings back meme legends for an internet nostalgia trip
Firefox is taking internet users back to the 2000s by reuniting some of the web’s original viral stars for its new ‘Come Back to Firefox’ campaign. Created by agency We Believers, the advert features familiar faces including Bad Luck Brian, Overly Attached Girlfriend, Numa Numa Guy and Annoying Orange, using their iconic personas to poke fun at modern frustrations such as online tracking and unwanted AI features. The campaign cleverly taps into internet nostalgia while positioning Firefox as a more private alternative to rival browsers, giving former users a reason to return.
FAIL
TfL's safety campaign sends mixed signals
Transport for London (TfL) has found itself in hot water after a government safety poster sparked backlash over its confusing design. Part of the Department for Transport’s ‘See it, Say it, Sorted’ campaign, the advert featured an illustration intended to show a balding man concealing a suspicious package, but some commuters interpreted it as a woman wearing a hijab. Paired with the line ‘Are they trying to hide something?’, the poster prompted accusations of offensive messaging. TfL initially claimed the advert was unauthorised flyposting before admitting it was a legitimate government campaign, adding to the embarrassment. The incident highlights how ambiguous creative decisions and a poorly handled response can undermine an important public safety message.
