Nintendo, Coca-Cola, Nature Valley claim top spots in January for most effective US ads
What makes an ad resonate with its target audience? What are the factors that can help an ad leave a lasting impression in the minds of its viewers? System1 has developed a star-rating system which factors in a broad set of data to answer these questions. John Evans, Chief Marketing Officer at System1, told us which ads received the highest ratings last month — and why they stood out from the crowd.
Christina Aguilera featured in a recent Nintendo ad
System1 rates ads according to metrics that predict long-term brand growth (’Star Rating’) and short-term sales growth (’Spike Rating’) — each between one and five stars. These measures are validated using the independent IPA database and also against real sales data at a category level.
The Star Rating captures the emotional response to an ad. Only 1% of ads on the system scores five stars. A one-star ad will have zero effect on brand growth, while a five-star ad will have an exceptional impact (up to three points of market share gain, depending on investment). Often, the work that receives the highest ratings comes as a surprise to everyone.
5. Dole — “Fruitbowls Skip,” 4.0
The newest campaign from Dole hit 4-Stars - a strong performance that suggests Dole have hit on a good format here. The ad takes the classic “hold my beer” meme and give it a fruity twist, with the kid effortlessly showing her boastful parent up. The over-the-top feat is what makes the ad work and sets up the potential for a long running campaign.
4. Pedigree — "Greatest Dog," 4.1
Another ad which crams a lot into 15 seconds. How much? An entire alien abduction, for one thing. Initially viewers were baffled, but then the emotional punchline lands and the ad turns into a clever (and heart-warming) insight about rescue dogs and their owners. It’s a whole story in a tiny package - impressive craft and a well-deserved 4-Stars.
3. Nature Valley — "Energy Booster," 4.2
Nature Valley uses their 15 seconds wisely in this naturalistic ad, framed as edits from a family’s hiking trip. Of course it includes a brief stop for a Nature Valley snack bar. The ad feels warm and authentic, which helps it get to 4-Stars. It’s well-timed, too - January is a time for shaking off the holiday inertia and getting into the great outdoors, and Nature Valley makes it feel fun.
2. Coca-Cola — "Family Time," 4.4
The most effective ad yet using Coke’s new “Real Magic” strapline shows a family distanced by technology then united by cooking. The ad created a swell of negative emotion, swiftly resolved by the scenes of eating together (with a prominent bottle of coke, of course). It’s a deft piece of filmmaking, establishing a family and its situation without actually passing any judgement or overtly criticising their reliance on tech. The audience is left to respond for themselves, and they do, helping the ad to a strong 4-Star score.
1. Nintendo — "Making Memories with Christina Aguilera," 4.7
Nintendo’s formula - showing families loving the games, as well as the games themselves - gets a superstar makeover with Christina Aguilera and her kids playing Pokemon and Mario Kart. It’s enough to put the console at the top of January’s charts. Nintendo outperforms other gaming brands with ease when it comes to emotional advertising, leveraging its reputation as a family brand to excellent effect. Its ads are full of moments of human connection over games, which pushes up positive response.