PR Stunt Watch: Tiny apologies, Sweaty became fashionable, Cheap pints got couture and Curry’s released a bussin’ video

We’re a LITTLE bit sorry.

Honor unveiled its latest smartphone this week. Whilst the smartphone industry is hard to keep up with and we easily lose track of which model and number does what anymore, the big selling point of Honor’s flip phone is that it’s thinner than Samsung’s Galaxy-Z model.

Honor pinned its hat on that point and felt that Samsung buyers deserved better so they issued a little, and I mean little, apology in the form of a tiny engraving on its latest Magic V3 handset.

Each hand-engraved letter in the 166 word apology was only 100 microns tall and needed a microscope to be read. If you don’t have one to hand then here is the translation: "Dear Samsung Galaxy Z Fold owners, we’re sorry. We know you were excited to buy a phone that folds in half and fits in your pocket, awkwardly. You were promised the future, a technical marvel, a world of boundless multitasking and performance. And now, you're probably looking at the new HONOR Magic V3 and feeling a little... betrayed. Size matters, and we feel your pain. Like being tipped for a gold medal and then coming last in the race, the knowledge that a thinner, lighter, and more durable foldable exists is enough to make anyone question their choices. We get it. You were an early adopter, a pioneer bravely venturing into the uncharted territory of foldable screens with questionable durability. You deserve better. In fact, you deserve a gold medal. In all seriousness, we at HONOR are committed to pushing the boundaries of technology and bringing you the best possible foldable experience. We're just saying... it's okay to feel let down. We'd feel the same way."

It’s a refreshing way to launch a new handset in the competitive world of smartphone releases that are usually filled with slight improvements to processor speeds and the camera, although the latest trend seems to be how thin phones can get. Axicom and Honor executed this perfectly, taking the focus to the USP of the device and taking a swipe at its closest competitor, real challenger brand stuff.

Currys ate (and left no crumbs), my guy

An excellent example of social first ideas that translate into editorial results, from the retailer Currys. Currys' social media has been putting out great social content in front of reactive trends and its channels are a joy when they appear on your feed. It integrates its real staff in its stores giving it that je ne sais quoi.

Its latest viral phenomenon answers the question, what if we let Gen-Z write the script? The result is a slang-filled video that demonstrates the latest products Currys has on offer.

Sweaty, but make it fashion

This story, strangely starts at the premiere of Alien: Romulus, where Ashley Roberts of Pussycat Dolls' fame was papped during the red carpet circus in a ‘skintight grey dress’ which unfortunately had a slight wardrobe mishap, although it’s only natural, to accentuate her sweat patches. The tabloids decided to focus on it.

You might be wondering where this is going, but what if I were to tell you that Doritos just launched its newest product, Doritos Extra Flamin Hot, the hottest and spiciest product of its range, thus a very reactive and brilliant idea was born.

When eating Extra Flamin Hot Doritos you’re bound to sweat, again a perfectly natural response to heat. It didn’t take long to snap Roberts up as the face of Extra Flamin' Hot snacks. Working with the legendary Rankin, Doritos and Roberts made sweat high fashion, undertaking a very chic, very glamorous and 'Hot Couture' photoshoot.

The final part was erecting a radical out-of-home in which 1,000 litres of water occasionally pours over the glamorous shot of Roberts and the product, making her look hot and sweaty.

There was a lot of research about sweat shaming and embarrassing moments to be sweaty in, but the idea worked perfectly without it.

Who says that a celeb just holding your product is a dead strategy?

Unofficial spoons appreciation apparel

The UK’s biggest and favourite pub chain, Wetherspoons is a mainstay in towns and cities across the country. Besides the extraordinarily low prices, and questionable views of the founder and cultural hotspot of the UK, there’s something unique about each individual Wetherspoons and you only need to look down to find out what that is.

Wetherspoons has had a long-standing relationship with Wilton Carpets and Axminster Carpets, one that makes every single carpet in each Wetherspoons unique, no one is the same (although I’m curious whether that has been checked by anyone)

Two creatives Joe Lovett and Jack Snell took that idea and launched Wethermerch. A novelty (and admittedly unofficial) fashion range inspired by different 'Spoon's carpets. Creating shirts that are inspired by each unique carpet of pubs so that you can look as good as a cheap pint tastes. Have a look, and check if your favourite ‘boozer’ has had the honour of being transformed into something stylish. I’m absolutely buzzing that Hamilton Hall made the cut.

Profits from the campaign go to Young Lives vs Cancer, a brilliant charity that makes the idea just that little bit nicer, so go grab a shirt, look great, drink (cheap) pints, and do something great.

Article written by Lee Sanders, associate director at Frank. Originally published on prmoment.com