Hellmann’s, Huel, easyJet, mystery monolith - Creative Hits & Misses of the Week

Splendid Communications creative strategy director Alex Clough takes a critical look at this week's creative offerings

Hellmann’s, Huel, easyJet, mystery monolith - Creative Hits & Misses of the Week

HITS

NHS Charities Together

Everyone is talking about the new Christmas ad for NHS Charities Together, and rightly so. It’s a stunning piece of talkable advertising. Santa as a sick, elderly patient is a brilliant idea that brings home just how incredible our NHS is.

Huel

The challenge of landing a branded news story in reaction to social distancing restrictions is one most brands will have avoided, for good reason. The story this week from Huel, that it could count as a substantial meal for Tier 2 pubs, is therefore brave and brilliant. It lands the key product message so neatly and doesn’t feel remotely controversial or tone deaf. It's a joy to see.

Isle of Wight monolith

I grew up on the Isle of Wight and the county is almost never a national talking point, but this year has been different. First the largely unsuccessful trial of the NHS COVID app, then its Tier 1 status and this week it joined the US and Romania as the latest site of a mysterious, mirrored monolith. It may not have been the creator’s aim but this magical monument put a global spotlight on the Island and made one of our most beautiful beaches famous. If you’ve never been, add Compton Bay to your list for next summer.

MISSES

Hellmann’s Island

I’m not a player, but I quite like the idea behind Hellmann’s Island in Animal Crossing. I’m a bit puzzled about the Ugly Christmas Jumper activation within it though. The sentiment behind it is great, but it has so many layers and messages it loses impact. Connecting game play to real meals for charity is brilliant; it’s a shame it’s lost amid messages around Christmas jumpers and hilariously long game codes.

EasyJet cabin trolley home delivery

EasyJet launched a service that brings in-flight refreshments to your door via Deliveroo. I’ve flown easyJet. Brits are certainly pining for the experience of travelling but I doubt the easyJet refreshment trolley is something they want to see anywhere other than on the plane. Donating to Age UK is a nice touch though.


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