Feb 17th campaign highlights

The high-touch connection that sustains.

17 FEBRUARY 2026

This week’s marketing landscape feels like a collective deep breath. The focus has shifted away from the loud, "new year, new you" urgency and toward something much more sustainable. We’re seeing a clear trend of brands trading flash for feeling, prioritizing physical connection and the kind of long-term health stories that actually resonate in the real world.

Pass the Pringles

Pringles, together with AMV BBDO, Carat, JKR, has launched "Pass the Pringles," a new brand platform across 14 markets. The hero film features acrobatic window cleaners passing a tube while suspended from a skyscraper. The strategy pivots from solo snacking toward "playful connection," supported by a TikTok branded mission and 600+ localized assets. Check out here.

Disney & Pixar: Hoppers Manchester Takeover

Ahead of the March 6th UK release of Hoppers, Disney and Pixar have launched a "dam-tastic" takeover of the Manchester Metrolink. The campaign includes fully wrapped "beaver-themed" trams and station voiceovers—a textbook example of using regional OOH to build localized hype for a national theatrical release. Read it on Prolific North

ABSOLUT® TABASCO™

Working with agency: Wieden+Kennedy London, Absolut and Tabasco's bold collaboration swaps traditional product shots for "volcanic sensory storytelling." Featuring dramatic imagery of fiery Bloody Marys erupting like lava, the campaign targets the high-energy brunch crowd. It’s a masterclass in creating "newness" for heritage brands through visual-first creative.
Full read here.

Fitness First: Live. Life. Longer

Fitness First UK, in collaboration with Publicis Production, is reframing the gym experience with its "Live. Life. Longer." campaign. Central to the launch is the "BioAge" test, allowing members to track their biological age against their chronological one. The campaign targets the 43% of Brits familiar with BioAge, positioning the brand as an expert in longevity. Read more here

DHSC: The Power to Quit is in Your Hands

The DHSC has swapped traditional "fear-based" messaging for an empowering approach. Working with AMV BBDO, a new TV spot features a smoker whose phone literally drags him from temptation via a light beam, representing the NHS Quit Smoking app. The campaign focuses on providing tangible support to the 50% of smokers wanting to quit. Read more here.

VisitEngland: All on the North West Coast

VisitEngland has launched a £1m pilot, "All on the North West Coast," to boost "shoulder season" tourism. Targeting families and childfree adults (25-44) with themes like "Coastal Calm," the campaign aims to convert 10% of overseas travel spend back into the domestic economy. Take a look here

The Power To Quit Is In Your Hands by DHSC

Let's talk insights, strategies and key moments

The "Trust Premium" & Brand Building

37% of UK advertisers plan to increase branding spend this year, marking a pivot from performance to brand. In an era of "AI slop," consumers are seeking "trusted signals," with nostalgia proving a key driver for emotional relevance. Read more here.

The "Zero-Click" Crisis

Research from the Reuters Institute shows news publishers have seen referral traffic drop by 33% due to AI-generated search overviews. For marketers, this signals the rise of Generative Engine Optimization (GEO)—a new discipline focused on earning citations within AI answers rather than just ranking for clicks. Give a read here.

UK Marketers: Cautious on AI

While 78% of UK CMOs expect budget growth, many are prioritizing sales (41%) over AI innovation (37%) due to a skills gap. Marketers are being urged to build internal capabilities to prepare for the 2026 AI boom. Read more here.

Northern Marketing Festival

The Northern Marketing Festival opens in Liverpool this week, bringing together the region's top agencies. The event highlights the unique creative identity of the North and how regional insight is driving national advertising growth. More details here

Hope these highlights give you plenty to chew on! It’s clear that as AI becomes our daily co-pilot, the real "premium" is shifting back to the things machines can’t fake: genuine local pride, sensory experiences, and long-term trust. Let's keep using the tech to handle the heavy lifting while we stay focused on the wild, unpredictable, and the human creativity that actually moves the needle.