Emotional response insights from System1’s Test Your Ad platform and Competitive Edge database reveals the top ten global ads from 2025 by emotional response, channel and category cut-through. The list recognises brands based on how strongly each ad performed relative to direct competitors, highlighting the creative choices that delivered true distinctiveness and a measurable competitive edge. […]
The new Christmas advert from Intermarché, the French supermarket chain, has achieved an ‘exceptional’ 5.0 Stars with leading creative effectiveness platform System1 – the highest score for a French advert since testing began. System1’s Star Rating measures an advert’s long-term brand-building potential based on the audience’s emotional response, with a score of 5.0 or above […]
Kevin the Carrot is celebrating a decade of fluent device success, with Aldi’s 2025 Christmas advert trilogy scoring an average of 5.5 Stars across its three part series with creative effectiveness platform System1. System1’s Star Rating predicts an advert’s long-term brand growth and is calculated by measuring emotional response to each ad, with a score […]
Apple’s 20025 Christmas advert, A Critter Carol, has earned an ‘exceptional’ 5.4 Stars with creative effectiveness platform System1 – making it the brand’s highest scoring advert ever tested. System1’s Star Rating predicts an advert’s long-term brand growth and is calculated by measuring emotional response to each ad, with a score of 5.0 or above considered […]
Emotional response data from System1’s Test Your Ad platform and Competitive Edge database shows that this year’s festive ad frontrunners are leaning into characters, consistency, and cultural nostalgia. 2025 is shaping up to be the most competitive and consistent Christmas yet, with early airers averaging a strong 4.6-Star Rating. Leading the pack is Amazon’s reprisal of […]
System1 has introduced Test Your Ad Competitive Edge, an open creative effectiveness database of more than 100,000 ads that gives brands a competitive advantage through a real-time view of their category and inspiration from creative. The relaunched product builds on System1’s proprietary Premium database, which has been developed and expanded over the past six years. Advertisers […]
System1, the creative effectiveness platform, has revealed consumers’ favourite ads from the 2025 Super Bowl: Lay’s, the NFL, and WeatherTech took the top three spots, with appearances from Pfizer, Stella Artois and Doritos. In a Super Bowl whose ads were often weirder, wackier and more celebrity-driven than ever, Lay’s simple story of a young potato […]
John Lewis’ new Christmas ad is firmly in their tradition of heart-warming storytelling, and the decision to put stores front-and-centre has made for their most effective and recognisable ad this decade. That’s the verdict of the real life consumers who saw the ad on System1’s Test Your Ad platform. The 4.6-Star Rating (on a 5.9-Star […]
The latest Test Your Ad data from System1 reveals that the UK is anticipating a ‘Golden’ Christmas, with high levels of happiness driving standout results. Six major brands – Aldi, Sainsbury’s, Lidl, Cadbury, Amazon and M&S Food – have already achieved the top Test Your Ad score of 5.9 Stars. Amongst the latest releases is a […]
System1, the Creative Effectiveness Platform, has unwrapped the first 5-Star Christmas ad of the season from M&S Food, which is set to air on November 5th. Their Christmas brand mascot Fairy has once again won the attention of audiences and scored the maximum on Test Your Ad with 5.9-Stars, just like she did in 2023. […]