Skip to content
Menu
Hello, and welcome to this month’s Reputation Digest where Fire on the Hill delivers a run-down of the latest stories making waves in the communications sector. This month, controversial ads line London tube stations, Sky offends female sports fans, and Christmas adverts are plastered across our screens.
Dutch Barn, how not to advertise your product
London commuters will likely have spotted a new series of ads in their local tube station this November. Mostly consisting of kitschy taglines in white text on a grey background, the visuals are not particularly eye-catching in and of themselves, but it’s the ads that didn’t appear causing a splash in the headlines.
Celebrity Comedian Ricky Gervais became co-owner of the Dutch Barn vodka brand in 2023 and has since infused his own unique sense of humour into their marketing – for better or for worse. As part of this campaign, he posted some alternative versions of the billboards with the lines “Welcome to London, don’t forget your stab vest,” and “Dutch Barn, your tube driver’s favourite drink in the morning,” on his personal Instagram profile.
Gervais claimed in his caption that the first drafts of the adverts had been rejected for publication by “the powers that be”. But it’s unclear exactly who these so-called powers actually are. Both TFL and the ASA claim that they never even saw these versions – never mind actively banned them.
The reception online to this baffling lie has been decidedly negative. Hot takes across social media have branded the adverts themselves as unfunny, offensive, and completely inappropriate, though a small number of commenters have applauded the brand for the darkly comedic copy.
For many, the question is why a brand with some major selling points, including a unique distillation process and B-Corp status, would resort to using ads that have nothing to do with the product they are selling – and risk controversy in the process.
Halo sports channel doesn’t sit right with fans
Sky Sports has had to rapidly backtrack this month following a wave of outcry directed at Halo, a brand new TikTok channel launched exclusively for female fans.
The channel was described by the broadcaster as an “inclusive, dedicated platform for women to enjoy and explore content from all sports, while amplifying female voices and perspectives”. But, judging by the content that went live during the short two-day period that the profile was active, it appears Sky Sports believes that women only have a perspective on sport if it involves hot girl walks and matcha lattes.
The bio of the account read “Sky Sports’ little sister,” which elicited sighs from journalists who received the press release and predictable outrage across social media – as did the neon pink font used across the videos. Underneath one post, a fan commented: “Can’t believe this is what you think female sports fans like.” The account came back with what they clearly thought was a witty response: “Can’t believe you brought that kind of energy.”
As a passionate female sports fan, I can only describe myself as being mystified by the channel’s approach. It felt more like commentary that would have fit in during the 2000s than a project launched following the most successful summer for women’s sports. The Euros Final alone garnered a record viewership of 12.2 million across the BBC, and other women’s sports, including rugby and basketball, are also gaining significant traction. I can only assume that this is what happens when no women are involved in designing a campaign specifically aimed at women.
Sky has since apologized for the posts, claiming that although they didn’t get it right, they “remain as committed as ever to creating spaces where fans feel included and inspired”. They clearly have a lot to prove.
Christmas adverts: The Good, the Bad and the Ugly
It’s that time of the year again, when our TV screens are filled with Christmassy scenes, and you get the annual text from Grandma asking if you’ve seen the John Lewis advert.
With the festive period making up an average of 30% of annual sales for some industries and holiday spending across the world set to hit record highs of £91 billion this year, Christmas campaigns are an important opportunity to make an impression on consumers.
However, not all of the usual heavy hitters have seen their 2025 Christmas adverts received well by the public. This year, Coca-Cola has doubled down, again using AI to produce its festive advert, featuring a convoy of trucks travelling through the snow. Viewers across social platforms were quick to condemn the clip, claiming that “Coca-Cola doesn’t want to pay working artists”.
On the other hand, Barbour has impressed audiences with a charming Wallace and Gromit skit, featuring the two mischievous characters wrapping up gifts. In a statement, the brand emphasized that the clip spoke to their British heritage while also remaining relevant to global audiences.
Supermarket chains have teamed up with a range of other characters, from the BFG to the Grinch, proving that nostalgia is the currency of the day. But staying memorable when the competition is so tough is no easy task!
