Creative Future of TV Creative Works

Find out what the UK public’s most-liked TV ads were in August

By Taruka Srivastava, Freelance journalist

September 7, 2022 | 7 min read

Ad-ranking database System1 has shared its highest-ranked UK TV ads from August. Jon Evans, chief marketing officer at System1, explains how the ad industry’s darlings aren’t always the most effective work in the eyes of the Great British public.

“Big Scottish Breakfast

Find out what the UK public’s most-liked TV ads were in August


System1 tests ads on measures 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 Institute of Practitioners in Advertising (IPA) database and against real sales data at a category level.

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5. Tonies ‘Happy kids. Happy parents. Happy listening’

Star rating: 4

Evans says: “Musical storybox brand Tonies is a relatively new advertiser – with a first campaign dating from 2021 – but it has got the basics right very quickly, with a 4-star ad that’s fast-paced but doesn’t lose any focus on the relationship between parent and child.

“The selling points of Tonies – they are interactive storytelling boxes that will keep your kid company without any screens involved – are covered off smartly and quickly and the whole ad feels light, happy and fun, with a familiar soundtrack to boost happiness further.

“The whole thing is a great lesson in how to market yourself as a new-to-TV brand.”

Report here.

4. STV Children’s Appeal ‘Big Scottish Breakfast’

Star rating: 4.2

“We go north of the border for the next 4-star ad, this one from Scottish channel STV promoting its annual charity event the ‘Big Scottish Breakfast,’” Evan continues.

“It’s a cheerful, awareness-raising ad designed mainly to remind people the event is coming up, and show off a range of ideas that demonstrate how anyone and everyone can join in.

“By emphasizing the fun, participatory parts of the event STV dodges the issue most charity ads suffer from – of needing to talk too much about the problem and not enough about the solution, which lowers positive response.”

Report here.

3. Turkish Airlines ‘Go Turkiye. Go to Nature’

Star rating: 4.5

Evan says: “The first of three travel ads this month is from Turkish Airlines, which has a long track record of spectacular ads. This time they’ve gone for something a little more clever, with the expected footage of beautiful and wild natural scenes juxtaposed with on-screen text describing amenities at a five-star resort.

“The idea is that when you go to Turkey, you hardly need to spend money on expensive hotels and resorts as nature itself gives you the five-star treatment. It’s a fun ad and a smart positioning against super-luxury resorts in nearby states such as Dubai and Qatar, where nature isn’t quite so user-friendly.”

Report here.

2. Orkney Islands Council ‘Discover Orkney for your 2022 Getaway’

Star rating: 4.6

“The Orkney Tourist Board also puts location front and center with lots of very Orkney-specific content such as scallops, cheese and seabirds, as well as the beautiful island scenery,” adds Evans.

“This travel ad aims for a feeling of adventure, rather than relaxation, though it is adventure within a very welcoming and chilled-out environment. It’s another 4-star ad – this time with a strong short-term spike rating too.

“The happiest moment? The sight of a puffin, of course.”

Report here.

1. Visit Malta ‘More to Explore’

Star rating: 4.9

Evans concludes: “Finally, we have a 4.8-star ad from Visit Malta, a gorgeous-looking commercial with stunning landscapes and beaches. It creates the most happiness of any ad this month, but falls down on fluency (recognition) and short-term spike rating. This suggests there’s a risk it’s advertising the category – holidays in general – more than the actual Malta ‘brand.’

“So why was August such a big month for travel ads in the UK? With most of the big FMCG advertisers holding off on new campaigns before the back-to-school, Halloween and Christmas seasons, our top three best performers are all commercials looking to tempt Brits to a late summer or winter getaway. The sweltering UK heatwave may well have helped boost the emotional impact of ads, which are heavy on sea swimming and cooling off.”

Report here.

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