System1

Our Latin America Ad Of The Month comes from footwear brand Havaianas with an ad starring Olympic gold medalist Rebeca Andrade. Created with agency DOJO, the ad celebrates Brazilian lightness and joy as a delightfully varied cast get the classic Havaianas shoe into Andrade’s hands. The ad had a podium finish in our overall Olympic rankings - find out how it performed in our exclusive Test Your Ad report and write-up: https://hubs.la/Q02NR5n70 Alpargatas S.A. Maria Fernanda Albuquerque DOJO

It's kick-off time! Ahead of the season start, Brand Innovators hosted advertisers and brands to discuss the NFL's winning strategies and converting fan love to brand love. Preparation for the Super Bowl is well underway and this summit confirmed that brands are already gearing up to make sure they don't fumble the opportunity to gain lifelong fans. Keen to learn about brand building for the big game? Check out our report and webinar from last year: https://hubs.la/Q02NQhsX0 Natalia Kudryk 🇺🇦 #BrandInnovators #NFL

Our Ad Of The Week comes from the NFL, just in time for today’s new season kickoff. It’s an inspiring ad from the brand and agency 72andSunny, emphasizing how widely football today reaches in all its many modern forms. But it also touches down with the core, sports fan audience, and we look at how the ad lands with both them and the public in our exclusive Test Your Ad report and write up: https://hubs.la/Q02NPKqB0 Tim Ellis

Summer is ending, and that means Back To School campaigns are starting in time for the Autumn Term. Our Ad Of The Week is from M&S, who teach everyone the way to make a strong school ad, mixing emotion, narrative, product claims and well-chosen music cues to exceptional effect. Find out more in our Test Your Ad report and write up: https://bit.ly/4cW2OXw Marks and Spencer Anna Braithwaite Vanessa Logan Victoria Saunders Sacha Spinas Zarah Hameed Becca Stafford Katherine Rutherford Paul Burditt Mother Mindshare

Did Oasis create the greatest ad of all time?   This is the question we kick off with on the latest episode of Uncensored CMO.   Orlando Wood, Jon Evans, and I also explore…   : Marketing history (why it’s your map of the future).   : Bungled campaigns (what I learned from projects that went badly).   : Emotional advertising (why you should aim at the heart, rather than the head)   We also alight on a curious similarity between Orlando and Dame Judi Dench.   Take a listen. You’ll find a link in comments.   #UncensoredCMO #Oasis #businessofcreativity

Did you know that 50% of US charity ads and 74% of UK charity ads fail to drive long-term impact? The sector faces a significant challenge. As we approach International Day of Charity tomorrow, we aim to support charity brands in maximizing both long-term and short-term donations through effective advertising. We've created a comprehensive guide to help brands leverage emotional appeal and drive positive impact. Download the full report here: UK: https://bit.ly/4e7DHSu USA: https://bit.ly/4edeXIH #Charity #CharityAdvertising #Advertising #TheCharityChallenge

New ventures can be both thrilling and daunting, especially when commercial factors come into play. For brands aiming to breakthrough to TV, we’ve teamed up with ITV to help you navigate the risks and confidently scale your business. Join our webinar on September 20th to discover best practices in creative development, media planning, and measurement, featuring insights from both new and returning TV advertisers. Ready to make the leap onto TV? Register now through the link: https://bit.ly/3MuxXq6 #BreakThrough #TVAdvertising #Advertising #ScaleUp

One of the best WiFi ads ever made. What fantastic work. Virgin Media's latest campaign is a brand-building masterclass. That's not my opinion. System1 has tested it with a crowd of UK consumers, measuring their emotions to understand its effectiveness. We do this with every UK TV ad and have shown that emotions predict how an ad will grow a brand. It's in the top 1% of broadband ads released in the past 7 years. This campaign will sweat every pound of media spend. Here are 5 things it clearly does which make it a winner. And the full testing results for free. 1. It's not shouting messages at you. It doesn't focus on product features. It's not trying to give you cash back for switching. It's not grasping at a sale. Instead, it's creating a brand personality. It respects the viewer's intelligence. The ad is grateful to have made it into your house and, in return, is trying to charm you. 2. The strategy is emotional, focussing on how Virgin WiFi makes you feel. Laddered up from a brand truth. This use of positive emotions will rub off on the brand and last for years. When it comes time to switch, and Virgin comes to mind, it will feel good and like the right choice. We call this the Affect Heuristic. 3. It's entertaining, not boring. New research from Peter Field, Adam Morgan and Jon Evans shows UK brands spend £10mil more on media to get dull ads to work as hard as interesting ones. Comment below, and I'll send you 'The Cost Of Dull' white paper if you've not seen it. Only 29% felt nothing while watching this ad, which is HALF the average for campaigns in the UK. 4. It's distinctive without being garish. I hope there were never any questions about putting the logo at the start. Instead, we see the brand peppered into the story. When you use your famous and distinctive brand assets at high attention points and weave them into the story, they get so much more attention than "blanket branding". 91% of viewers knew this was for Virgin. 5. It's consistent. The dark art of marketing. Change is a drug, it feeds our egos, makes us feel like we made a difference. This creative idea is the same as their Highland Cow ad in 2022 and last year's Mountain Goat Glider. In research we are about to release with the IPA (Institute of Practitioners in Advertising), we show that consistency is an effectiveness superpower. Let's not forget the use of right-brain creative features, excellent craft, and the music choice brilliantly integrated into the story. No notes VCCP. Consumers love it. Here's the full Test Your Ad report to prove it: https://lnkd.in/gS4A62Mf I share #advertising and #marketing insights daily, follow for more. Biscuit Filmworks Jonathan Parker Chris Birch

Did you know that 75% of B2B ads fail to drive long-term commercial gain? But why is this the case? Find out in the latest episode of Uncensored CMO, where System1’s Jon Evans and EY’s Rebecca Hirst dive into the complexities of B2B advertising: https://spoti.fi/3Xx2Gta #B2B #Advertising #UncensoredCMO

We’re now in the final countdown to The Next Creative Revolution webinar, happening tomorrow! Don’t miss the chance to hear from industry legend Sir Sir John Hegarty, alongside System1's Orlando Wood and Jon Evans. They’ll be sharing invaluable insights on creative effectiveness and the future of advertising. This is a must-attend event for anyone looking to elevate their creative game—make sure to register before it’s too late! Register here: https://bit.ly/3TdDVQ0 And don't miss tomorrow's Uncensored CMO episode featuring this exceptional duo! And maybe a gorilla?! #TheNextCreativeRevolution #Webinar #Advertising #CreativeEffectiveness