Creative Corner: There's only one John-Lewis, an iconic squirrel returns, and McCain's 'Dad Joke Effect'

From terrace chants and nostalgic squirrels to groan-worthy dad jokes, this week’s campaigns prove the most memorable advertising often comes from human truths. Whether rooted in humour, familiarity or emotional connection, these brands have found creative ways to cut through the noise and genuinely connect with audiences. Read on for the real John-Lewis with John Lewis; a squirrel promoting a beer comeback and how a dad joke can keep fathers and sons connected.

There’s only one John-Lewis

There’s been a flurry of World Cup campaign launches starring big names since I last put pen to paper, and there will be many more to come. They can tend to all blend into one another come the summer crescendo, but one stood out for me this week- and that was from John Lewis. Literally John-Lewis.

Footballer Lenell John-Lewis has spent two decades hearing “His name is a shop!” shouted from terraces, spoofed by the clubs he’s played for (see this Grimsby offering), all whilst his department store namesake has contentedly watched from the sidelines. But no more. In a campaign celebrating a World Cup staple, a giant TV, the striker has finally become part of the very brand fans have sung about for years.

As the nation prepares for a packed sporting calendar and late-night kick-offs, John-Lewis sits front and centre on his matchday sofa with his giant TV, surround sound and adoring chanting fans.

As other brands lean into superstar footballers, what makes this campaign land so effectively with me is its terrace-friendly authenticity.

Rather than relying on glamour, John Lewis taps into something far more relatable: the shared language of supporters and a chant that has become part of football folklore. And this football fan loves it.

Squirrel goes nuts for Carling Black Label remake

There was a time when TV ads were as entertaining to watch as the shows they surrounded. When the product and its price weren’t the only things plastered on your screen, but sometimes the last. When a surreal imagination could win out over instant functional performative metrics. When beer brands would challenge a squirrel to take on an assault course or cast an unfit comedian to hoof footballs, shouting “'ave it!”. Ah, the 90s.

Fortunately, nostalgia marketing continues to dominate the creative landscape, and in celebration of Black Label making its own comeback after almost three decades in the wilderness, the aforementioned squirrel that starred in Carling Black Label’s iconic 1990's advert is back.

Key figures from the original advert, including animal trainer Trevor Smith and voiceover artist Stephen Frost, join a squirrel called Skige, who navigates a new obstacle course complete with rope bridges, mazes and see-saws in pursuit of the ultimate prize - nuts - and the beer, of course.

It’s as random today as it ever was, and the result is an ad that celebrates the past while introducing a cult classic to a whole new generation.

Dad Jokes create the right effect for McCain

Anyone who knows me will know I love a groan-worthy dad joke, which is why I couldn't let this campaign slide by without a mention. Plus, it celebrates the role humour can play in a father’s connection with their sons. Something equally close to my heart.

“The Dad Joke Effect” is McCain’s latest campaign, which transforms the humble dad joke into something meaningful.

At its heart is a simple but powerful message: laughter can help fathers stay emotionally connected with their sons as they grow up.

The campaign taps into a genuine social insight. With many dads worried about losing closeness with their boys during the teenage years, McCain positions playfulness as an everyday tool for connection.

The result is a campaign packed with warmth, relatability and emotional honesty.

A central film celebrates playful interactions between fathers and sons, while Rankin’s nationwide OOH photography features real families — alongside Joe Marler and son Jasper.

Accompanied by influencer-led storytelling and a live comedy night with Josh Widdicombe, McCain is turning shared laughter into a meaningful emotional bridge.

That's it for this week's Creative Corner!

If you’ve seen something that’s caught your eye, or if you’ve been working on something you’re particularly proud of, please do get in touch via paul.lucas@fanclubpr.com. I’d love to hear about it.