UK Advertising Export Group to Serve Up Ultimate Sunday Roast at SXSW 2025
The UK Advertising Exports Group (UKAEG) is bringing something new to SXSW 2025 on March 9th with The Sunday Roast, a unique mix of comedy, creativity, and great food. Hosted by UK Advertising, with thanks to BBC Studios, the event will showcase the power of humour in advertising with a specially curated comedy headline and a Sunday Roast dinner, curated with UK-based Locate Productions.
Award-winning comedian Amy Gledhill, fresh from her 2024 Edinburgh Comedy Award win, will headline the show, bringing her signature wit to the SXSW stage. Amy is appearing through BBC Studios Digital Brands, a global powerhouse in digital entertainment and specialists in curating, commissioning, creating and championing world class digital content and next gen creative talent.
"I’m absolutely thrilled to be headlining at SXSW and bringing a little bit of the UK’s unique comedy spirit from Hull to Austin,” said Amy Gledhill. “The Sunday Roast promises to be a hilarious, lively celebration of creativity, and I can’t wait to share my set with everyone. It’s going to be a roast to remember!”
An Award-Winning Line up
If you’re not familiar with the Edinburgh Comedy Award, think of it as the Oscars of comedy, a launchpad for legends like Steve Coogan, Phoebe Waller-Bridge, and Hannah Gadsby. Now, Amy Gledhill joins this legacy, and she’s bringing her warm, relatable humour to SXSW set to make The Sunday Roast a festival highlight.
Humour: One of UK Advertising’s Greatest Tools
From iconic campaigns to cutting-edge creative work, humour has always been one of UK advertising’s most powerful tools. It’s helped shape some of the world’s most memorable ads, and in an industry built on storytelling, comedy remains one of the most effective ways to connect with audiences. Aisling Conlon, International Director for UK Advertising, who will be hosting the event alongside Jason Foo, UKAEG Leadership Board, says “UK Advertising has long used storytelling and wit to connect with audiences worldwide. Bringing that to SXSW - alongside a proper Sunday roast - not only showcases the best of our industry but also bridges cultures between the world’s biggest advertising markets.
A Roast with a Purpose
This isn’t just any Sunday roast, it’s a sustainably sourced feast, crafted especially for SXSW with Locate Productions.
"Sustainability is at the heart of everything we do at Locate Productions, so curating a special menu for SXSW felt like a natural fit. A Sunday roast is all about bringing people together, and we wanted to show how great food and sustainability can go hand in hand without losing that sense of tradition. Using locally sourced ingredients, we’ve reimagined this classic meal to celebrate both British heritage and the forward-thinking creativity that SXSW is all about." Angus Light, producer and co-founder, Locate Productions
Alongside The Sunday Roast, UK Advertising has announced a stellar line-up of events at SXSW 2025, including UKAEG members The Gate, HeyHuman, Small World, VCCP, GEEIQ, Umbrella, B-engaged, and Final Pixel, alongside global brands such as Hasbro, Triumph, University of Warwick, Cybr, Axios, Advertising Week, Houston Dynamos, BBC Studios, Premier League, and Austin FC.
UKAEG will also host a key event with the American Advertising Federation, focused on the upcoming decade of sport in the US and how UK advertising can contribute to delivering a world-class World Cup experience in 2026.
More details on the schedule can be found here.
Later this year, UKAEG will lead business missions to Cannes Lions, Athar Festival, and Advertising Week NYC, with more initiatives currently in development. Companies interested in learning more about SXSW or joining UKAEG at global events this year should contact Aisling.Conlon@adassoc.org.uk, international trade director, Advertising Association.
