May Campaigns of the Month

As the weather begins to turn and evenings get longer, so does anticipation for one of the biggest cultural moments in sport. With the World Cup now firmly on the horizon, brands are starting to release their opening statements. Unsurprisingly, football features heavily this month, but there is something else running through the work too. A sense of pride, familiarity and optimism. Whether that is celebrating British identity, looking back at where we have come from or simply finding joy in everyday moments, May’s campaigns feel a little warmer and a little more hopeful. Enjoy.

Strongbow leans fully into British identity with a campaign that celebrates the people, places and habits that make up everyday life across the UK. Fish and chips, pubs, football, bad weather and brilliantly local language all feature, accompanied by The Streets’ iconic hit ‘Fit But Don’t You Know It’. What makes the campaign work is its balance. It captures familiar moments without becoming nostalgic and celebrates modern Britain without overthinking it. The regional outdoor executions are a particularly nice touch, giving local communities their own voice while keeping the campaign feeling nationally connected.

With the World Cup fast approaching, Adidas has come out swinging. ‘Backyard Legends’ blends football, entertainment and celebrity into a cinematic celebration of the game’s origins, focusing less on elite competition and more on where football actually begins. Gardens, cages, local pitches and impossible dreams. Timothée Chalamet fronts an eclectic cast that stretches across football and culture, creating something that feels less like traditional sports advertising and more like a love letter to football fandom.

Birds Eye proves there is still plenty of life left in classic outdoor advertising. To launch its new fish finger recipe, the brand installed a giant 3D fish finger bursting through a billboard in Manchester, bringing the product’s crunch factor into the real world. It’s simple, physical and impossible to ignore. There is something refreshing about seeing a household staple rely on a strong visual and trust people to get the message immediately.

Harry’s continues to carve out a distinctive voice by treating personal care advertising with complete irreverence. ‘Filthy Rich’ follows one man’s increasingly ridiculous fantasy of striking oil, building wealth and becoming a larger-than-life tycoon, all before snapping back to reality. The humour is dry, slightly surreal and brilliantly overcommitted. There is an understanding here that audiences do not need every product benefit explained to them. Sometimes entertainment does the heavy lifting.

England, Palace and Nike deliver one of the most distinctive football films we have seen in a while. Wayne Rooney reading Shakespeare should not work on paper, but somehow it does. Alongside Jill Scott, the film celebrates English football culture in all its forms and captures something that feels particularly relevant ahead of another summer tournament. Equal parts ridiculous and genuinely stirring. We’re looking forward to seeing what Nike do to match Adidas’ efforts. Did someone say Ryan Gosling?

The BBC marked Sir David Attenborough’s 100th birthday with a film that feels every bit as warm and thoughtful as the man himself. Following a handwritten message from The King as it makes its way from Balmoral to London via an unlikely relay team of British wildlife, the film blends charm, craft and storytelling beautifully. It’s playful without feeling childish and celebratory without becoming sentimental. A lovely reminder that some of the most effective campaigns simply make people smile.

May’s work feels optimistic. There is a sense of people coming back together through sport, shared cultural or celebratory moments and stories that feel familiar. Whether looking outward to a summer of football or inward at what makes Britain feel uniquely British, these campaigns understand that emotion and recognition still matter. Sometimes the strongest ideas are the ones that remind people of who they are and why they love the things they do.