System1 has produced its early Christmas ad winners and the message seems to be: stick with what you know. Six of the top ten have appeared before.
Top Ten (star rating plus uplift against category average.)
Amazon “Joy Ride” – 5.9 Stars | Uplift versus retail category +3.1 Stars
Coca-Cola “Holidays Are Coming” – 5.9 Stars | Uplift versus soft drinks category +2.8 Stars
Heathrow & St Luke’s “Must Be Love” – 5.9 Stars | Uplift versus travel category +2.6 Stars
Marks & Spencer “Traffic Jamming” – 5.9 Stars | Uplift versus supermarket category +2.5 Stars
Aldi & McCann “The Proposal” – 5.8 Stars | Uplift versus supermarket category +2.4 Stars
Barbour & Aardman “Wallace & Gromit x Barbour” – 5.8 Stars | Uplift versus fashion category +3.2 Stars
Pandora & Roman Coppola “Be Love” – 5.4 Stars | Uplift versus fashion category +2.8 Stars
Lidl “More to Value this Christmas” – 5.4 Stars | Uplift versus supermarket category +2 Stars
Sainsbury’s & New Commercial Arts “The Unexpected Guest” – 5.3 Stars | Uplift versus supermarket category +1.9 Stars
Boots & The Pharm “Puss in Boots” – 5.2 Stars | Uplift versus chemists & opticians’ category +2.3 Stars
System1’s Jon Evans says: “It’s great to see so many brands leaning into what actually works. Bring back the winners, use the characters people love, tap into culture and emotion, it’s not rocket science. Kevin the Carrot turning 10 and still smashing it with our highest ever 10-second score says it all. Boots investing in a fluent brand character is a smart move too. And Barbour is showing the fashion crowd how to stand out with nostalgia and humour, teaming up with Aardman for the third year running.
“We’ve been banging the drum for consistency for years. It works and it’s brilliant to see brands proving it – that’s the real Christmas magic.”
