It’s 2026, it’s Stuntwatch and while World War 3 looks set to break out any minute, we can at least take solace that the creative PR industry has also come out firing.

Autistic Barbie

We will start the bidding with Barbie and the launch of its latest diverse doll, 'autistic Barbie’. Complete with ear protectors, fidget spinners, loose-fitting clothing and an eye design created to represent a lack of eye contact, the doll brings to the forefront the experiences of the autistic community.

As you would expect, Barbie didn’t go this alone and consulted with the Autistic Self Advocacy Network as well as a host of autistic kids and adults who were both integral to the development of the product and also served as spokespeople in the media rollout. It’s another continuation of Barbie’s redemption. Having once been the pinnacle of unrealistic and even problematic representations of women, it is now working overtime to ensure Barbie represents as many women and girls as possible.

However, this campaign is not without its critics. Whereas everyone seems to understand that neurodivergence is on a spectrum, there is little appreciation that there is a spectrum within autism. Critics argue that autistic Barbie is only representative of “Hollywood autism”, the kind of autism society feels more comfortable with. Flappy arms and ear protectors do not represent the profound disability of autism.

The doll does not lash out at its parents and carers when the frustrations of being non-verbal reach their climax, the doll does not scream “I want to die” when dealing with an unexpected break in routine and the doll’s parents are not relentlessly asked, “Is she good at maths?” These are just some of the more brutal realities faced by autistic kids and their families, and for those families, Barbie’s attempt at representation falls short, or worse - creates a divide between ‘good autism’ and ‘bad autism’.

As a hardcore centrist Dad, I can see the merits of both arguments. I think “autistic Barbie” probably is guilty of oversimplifying autism, but people like me are now writing articles about how more severe autism has been overlooked. Whether by design or accident, we are now talking more about more severe autism and how autism presents differently. “Starting conversations” can often be lazy brand talk for “we didn’t think this all the way through.”

Autism Barbie is not perfect, but no campaign is. It’s got people talking, not every campaign does.

Gatorade’s Thirst Trap

That was a bit heavy to start on, so now let’s get a little lighter and one of the best ways of doing that? Drinking more water. This is why Gatorade has launched ‘The Thirst Trap’—an ASMR-inspired alarm that reminds you to drink more water and, of course, add some Gatorade hydration salts into the equation for a boosted hydration experience. 

The shame of not drinking enough water is something we can all relate to, but apparently, it’s not just alcohol consumption that dries up in January - our water consumption does too. So, at intermittent parts of the day, the alarm will sound, and the alarm sound will be the sound of water being poured, clinked into a glass and drunk—all sounds that trigger us into thinking about drinking.

The end result? A steady flow of coverage and a reminder that you oughta think about water.

Great theatre from Kemi Badenoch as she sacks Jenrick

One of my favourite conversations I have at Burson HQ is asserting that the public affairs team works in the most prolific sector when it comes to ‘stunt-based PR’. Boris smashing his Brexit forklift through boxes? PR stunt. Nigel Farage football shirts? PR stunt. Robert Jenrick chasing down fare-dodgers? PR stunt.

Just as I was halfway through writing about Nadhim Zahawi’s defection to Reform and Sir Keir’s colourful ‘Starmer Sutra’ gag in PMQs (also a PR stunt), an even bigger fish landed.

Kemi Badenoch pulling Robert Jenrick’s treasonous pants down just before he was about to be unveiled as Reform’s latest defection? Glorious, theatrical, performance PR stunt. Timed for maximum embarrassment and delivered with video drama, it’s a genuine masterclass in PR stunt execution. The big creative? She’s sacked him. The delivery? Engaging short-form video. The media strategy? Follow up the big splash with fantastic media seeding to key influential voices. Exceptional storytelling for a Tory felling and Farage left floundering.

Barbie, Badenoch and water-based behavioural science. It’s 2026, and Stunwatch is so back.