Heineken’s temporary takeover of the Bakerloo line has got some Londoners riled up. We get two branding experts to argue for and against brand Tube campaigns in this week’s Debate

Bakerloo line temporarily rebranded as the Bakerl0.0 line to promote Heineken 0.0% beer pic.twitter.com/xtPyOkI1VL

YES: For millions, well-made brand work is the only creativity they get to encounter for free

I don’t think we’re ever going back to the golden age of advertising, and that’s fine. The media ecology that produced it has gone but what hasn’t is our recognition of intelligence, wit and charm when we encounter it.

For a long time, advertising was like a form of free public creativity. As a kid, some of the sharpest, funniest, strangest ideas I saw weren’t in galleries but in ads: the swagger of that Hofmeister bear, Hamlet’s photo booth brilliant, Weetabix spots that felt closer to Madness (the band) than cereal marketing. You didn’t ask for them but we met them on the way to somewhere else.

Today creativity is hidden behind paywalls and algorithms, so for millions, well-made brand work is still the........

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