Observed Signal · Oct 6, 2026 · Product Launch · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Mo Farah Stars in Screwfix Ad Campaign
Screwfix has launched a new social advertising campaign featuring British long-distance runner Sir Mo Farah. Created by M+C Saatchi Group UK, the campaign promotes the retailer's convenience services, including Click & Collect and Sprint Delivery. Two films show Farah navigating stockroom aisles and delivering packages with his characteristic speed and humor. The ads are part of Screwfix's broader 'No Stopping You' platform and include outdoor, YouTube, radio, digital audio, display, and social placements across Meta, TikTok, and Reddit.
This is a branded entertainment campaign from a major UK retailer, demonstrating creative use of celebrity endorsement across digital channels. While not a technology innovation, it highlights marketing strategies relevant to the AdTech ecosystem.
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Key Takeaways & Evidence Grounding
- Screwfix launched a new social campaign featuring Sir Mo Farah.
- The campaign was created by M+C Saatchi Group UK.
- The campaign promotes Click & Collect and Sprint Delivery services.
- Films are part of Screwfix's 'No Stopping You' platform.
- Activity runs across Meta, TikTok, and Reddit.
Connected Companies & Entities
1 Entity mapped“Created as part of M+C Saatchi Group UK’s ‘Screwfix Convenience’ campaign......”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Mo Farah becomes human push notification for Screwfix
Screwfix launches its third installment of the 'No Stopping You' campaign, featuring Sir Mo Farah as a 'human push notification' delivering Screwfix Rewards alerts to tradespeople in humorous scenarios. Created by M+C Saatchi Group UK, the campaign aims to promote the Screwfix Rewards program, drive app downloads, and increase membership. The integrated campaign spans TV, VOD, CTV, online video, YouTube, OOH, social, radio, digital audio, display, and Screwfix's website. Media planning and buying is handled by Dentsu X, PR by McCann, and social by Fabric Social. The campaign highlights the rewards program's features such as exclusive offers, surprise perks, and spend-and-save rewards.
Saucony's Film Celebrates Community in Solo Running
Saucony released a four-minute branded film titled “The Runners” that frames running as both an individual practice and a communal experience. The spot uses a one-shot technique and voiceovers recorded by Saucony teams in Asia, EMEA and North America; it features professional runners Sam Chelanga and Hazem Miawad and highlights five Saucony shoe models including the Endorphin Azura and ProGrid Guide 7. Duo Hot Icarus directed the film, Stept Studios produced it, and Wolverine Worldwide’s in-house production team “The Den” handled photography with James Lacroix. The campaign, which premiered at New York’s Metrograph, is running across digital, streaming TV, social and out-of-home channels, with outdoor placements planned in Philadelphia for the Love Philly Run. The work continues Saucony’s year-old “Run as One” initiative to shift brand positioning from pure performance toward emotion-driven lifestyle marketing.
Ads of the Week: Creative Campaign Highlights
The Drum roundup (published 2026-06-19) highlights recent creative advertising work: Carter’s ran a ‘Dadfirmation Station’ hotline for kids to record affirmations for fathers (June 15–21); Fabletics handed a World Cup-themed film to twin directors JaBari and Malik Williams; Deion “Coach Prime” Sanders fronts Depend’s Real Fit packaging and a campaign urging men to get screened following his 2025 bladder‑cancer surgery; Molson distributed disposable cameras across Canada to build a Canada Day film from user-shot footage; Sixt installed an eight‑metre meerkat sculpture at Düsseldorf Airport as an OOH activation; Disney extended its Movie Moments hospital programme with Toy Story characters delivering x‑rays; and John Malkovich starred in a six‑minute romcom made for Croatia’s tourist promotion. The piece frames these as creative approaches that prioritise authenticity, creator authorship and experiential spectacle.
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