Halloween reigns supreme in top US ads of October
System1’s Jon Evans reveals the ads that most resonated with consumers ahead of spooky season.
Snow White makes a cameo in Disney’s latest campaign / Credit: Disney
The top US ads of October reflect themes of nostalgia, community and the powerful impact of recurring characters known as fluent devices.
They also celebrate the spirit of Halloween and a milestone anniversary for one of America’s most beloved brands. With Santa-filled and Black Friday sale ads already dropping, this may be the last month before our list is filled with commercials showcasing the magic of the holiday season.
5. M&Ms: ‘For All Funkind’
Star rating: 4.2
M&M’s Halloween ad scores an impressive 4.2 stars on the Test Your Ad platform, predicting long-term effectiveness for the brand that goes beyond the candy-centric season. While Star Ratings matter, the Spike Rating is crucial for driving short-term sales around occasions like Halloween.
To do so, brands must make an emotional impact and entertain while staying on the joyful side of the festivities. M&M’s smartly utilizes their ‘spokescandies’ to convey brand identity and humor, enhancing their ad’s performance with a remarkable 1.43 Spike score.
4. Humana: ‘Original Influencers: Norma’
Star rating: 4.4
Humana’s inspiring advertising campaign, ’The Original Influencers’ sets out to debunk stereotypes of what it means to be 65 and older and embraces themes of community and the simple joy of sharing in the happiness of others.
The ads take a personal approach, with each focusing on one individual and telling their story fully to appeal to a wider audience. This particular ad features Norma, who started the Sharing is Caring Garden in Jackson, Mississippi following her retirement. As a testament to its effectiveness, this approach has earned Humana a strong 4.4 star rating.
3. Cinnamon Toast Crunch: ‘Factory’
Star rating: 4.9
Cinnamon Toast Crunch cereal consistently achieves high marks by effectively incorporating its recurring characters, the Cinnamojis, into fresh scenarios, and this ad is no exception.
As highlighted in Orlando Wood’s books, Lemon and Look Out, “fluent devices” like endearing characters function as valuable brand assets, contributing to increased market share. In this ad, 92% of consumers recognized Cinnamon Toast Crunch due to its strong brand focus and consistent character presence, with a noteworthy 81% average Fluency Rating, one of the highest in its category.
2. Adobe: ‘Magic Garden’
Star rating: 5.2
Adobe’s ‘Magic Garden’ commercial is a delightful journey into the world of creativity. The narrative revolves around the theme of imagination, emphasizing Adobe’s commitment to providing innovative software and apps that empower users to bring their ideas to life – in this case a child’s birthday card.
The presence of whimsical characters like fairies and gnomes, along with the charm of the young narrator, adds a relatable and heartwarming element that leads to feelings of happiness among viewers and an exceptional five-star score.
1. Disney: ‘Lifetime’
Star rating: 5.9
Disney's unparalleled use of distinctive assets sets it apart from other brands and lands the brand the top spot for October. In their centennial commercial, they seamlessly meld a multitude of iconic characters, achieving a rare maximum 5.9 star score.
The ad skilfully combines emotional resonance, exceptional storytelling, and the ability to reach both new and longtime fans. A noteworthy marketing trick is Disney’s skillful integration of its diverse portfolio. The tone of a Star Wars series, or a Marvel movie, or a classic Disney animation are often quite different, but with these ads Disney finds their common ground – in this case, a sense of wonder and making big dreams come true.
Methodology
System1 tests ads on measures that predict long-term brand growth (star rating) and short-term sales growth (spike rating) – each between one and six stars. These measures are validated using the independent Institute of Practitioners in Advertising database and against real sales data at a category level.
Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.