Hails & Fails – September 12th 2025
From striking while the iron’s hot to driving change with purpose, this week’s Hails & Fails show the power of timing and authenticity. Lime stepped in as the Tube ground to a halt, Emma Raducanu and Wild drove sustainability, and Lumo connected UK cities with cheap train fares. Meanwhile, the UK advertising watchdog ASA found itself under scrutiny – for its own campaign.
HAILS
Lime bikes cash in on Tube walk-out
Lime has turned Tube chaos into clever PR with its “Good Service on All Limes” campaign. As London Underground workers walked out, the bike and e-scooter provider not only saw a 50% jump in usage during peak commute hours but leaned into the moment with a pun-filled “Good service on all limes” OOH activation. It’s agile, witty, and shows how brands can win by plugging transport gaps with personality.
New budget train fares unite UK cities
A fresh rail deal has delivered something rare: an affordable connection between London and Scotland – with tickets under £20. Normally, a trip on this route can set travellers back £100 or more, making it off-limits for many. The new service from Lumo promises to open up opportunities for travel, tourism and economic exchange – especially for those previously priced out of long-distance rail. A win for consumers – and the Lumo comms team – with the deal racking up heaps of consumer coverage.
Emma Raducanu joins Wild to inspire change
Tennis star Emma Raducanu is now the face of Wild’s “Champions of Change” campaign – Wild’s mission to cut single-use plastic with refillable, natural personal-care products. As the natural personal care brand’s first ever global ambassador, she brings influence and purpose. The campaign reflects deeper consumer values and shows that champions can be just as powerful for change off the court.
FAIL
Watchdog caught out in own ad campaign
Red faces at the UK’s ad watchdog this week, after it was accused of falling foul of the very rules it enforces. The ASA’s latest ad boasted that it ‘regulates ads across all media’ – but campaigners were quick to point out that political ads and swathes of online content remain outside its remit. The irony writes itself: the regulator charged with keeping brands honest now stands accused of misleading messaging. When your job is calling out others for over claiming, you really can’t afford to be caught doing the same.
