// INCYMI
February 2026
This month, consider us counter-programming to the Big Game (but like, not in the same way those weird country singers were) bringing you the ads that didn’t cost the GDP of a small nation. Here are some smart, scrappy campaigns you might’ve missed this month.
- London
- Susie and Helena
- Angry Orchard Hard Cider
- Guinness
- Reform Political Advertising
- NIOD
- Slather
- Telstra
- The Victoria and Albert Museum
- Pokemon
For Valentine’s Day, real relationship confessions were displayed on billboards across London, as part of Philippa Found‘s viral project, It’s Complicated. Would you be able to go about your daily life, knowing your darkest secrets were on a sign along someone’s commute?

Have you ever read an R-rated book on public transport, convinced everyone is judging you? That’s cause you’re a pervert – do it at home like the rest of us. For the self-conscious literary freaks, the advertising duo Susie and Helena have you covered with Smut Smugglers, reusable book covers that let you read your filth incognito.

There are lots of ways to get over a breakup, the most common of which is drinking heavily. To help anyone looking to go down that path, Angry Orchard Hard Cider launched the Ex-Change program, send them whatever junk your ex never bothered to come back for and receive a free case of cider.

Regarding terrible drunken decisions, would you drink a kebab flavoured Guinness? We’re just kidding, who would create that? It’s actually a Guinness flavoured Kebab. Which would’ve sounded worse if we hadn’t made you think about the alternative first. A UK pub-chain are rolling out this menu item for those brave and drunk enough.

Every year, election ads are a race to the bottom of how much mud-slinging and fear mongering you can legally get away with. UK-based Reform Political Advertising has decided to target members of parliament with the same loopholes they exploit, launching a fake newspaper to highlight the lack of regulation in election advertising.

Skin pollutants from living in big cities, apparently a real thing and not just invented to make you feel bad, can cause wrinkles, eczema and hives. To demonstrate the dangers, Skincare brand NIOD launched the “New York Facial” substituting the usual serums and creams with NYC toxins, like pollen, car exhaust fumes, presumably the weird black sludge in the Gowanus Canal..

Sick of SPF ads looking clinical, pharmaceutical and full of people frolicking on a beach unaware of the danger lurking above, Slather, the SPF brand by Melbourne agency SICKDOGWOLFMAN, is back to remind us that the sun is not your friend. Turns out the way to break out the practical effects and portray the sun as a gruesome peeler of flesh without any pushback is to do it all yourself!

Telstra has built a synthesiser from reclaimed e-waste, encouraging people to give their old devices a second life. Suggesting the cooler alternative that if you donate your phones instead of dumping them, you can get the guys behind Frontier Psychiatrist to shred on them.

When you think about museum pieces, early web pages don’t really come to mind. Mostly because classifying the internet as old would make us old, which can’t be right. The Victoria and Albert Museum has acquired the first-ever Youtube video, because of it’s significance to the internet’s history.

Pokemon turns 30 today! Celebrate this milestone by checking out an archive of original art, tuning in to the official livestream, or the traditional way of letting your 10 year old wander around the city, challenging random adults to a fight.
Extra, extra!
Read all about it!Check out our latest INC news and views.
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