{"id":93806,"date":"2025-02-17T14:55:29","date_gmt":"2025-02-17T14:55:29","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/system1-and-itv-reveal-the-uks-favourite-ads-of-2024-highlighting-creativity-that-raised-the-ceiling\/"},"modified":"2025-02-17T14:55:29","modified_gmt":"2025-02-17T14:55:29","slug":"system1-and-itv-reveal-the-uks-favourite-ads-of-2024-highlighting-creativity-that-raised-the-ceiling","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=93806","title":{"rendered":"System1 and ITV Reveal the UK’s Favourite Ads of 2024, Highlighting Creativity that Raised the Ceiling"},"content":{"rendered":"


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LONDON \u2013 System1 and ITV have unveiled the UK\u2019s top-performing ads of 2024, ranked by emotional resonance, category distinction, and unique creative elements\u00a0such as humour and AI innovation. Save the Children, in collaboration with Aardman Studios, set a new benchmark for category distinction with a 5.9 Star Rating for their Christmas campaign, far surpassing the 1-Star charity sector average. Meanwhile, Cadbury\u2019s re-airing of\u00a0Mum\u2019s Birthday<\/em>\u00a0to celebrate 200 years of the brand achieved the highest happiness score of the year, challenging the traditional dominance of Christmas ads.<\/p>\n

While Christmas campaigns made up 22% of the 5-Star ads in System1\u2019s Premium database, the majority of top performers (78%) emerged throughout the year. These ads stood out not just for their emotional resonance, but also for their cultural relevance, short-term sales potential, and creative originality.<\/p>\n

In total, 128 ads earned 5-Star ratings in 2024\u2014a 32% increase from the previous year\u2014yet the overall industry performance remained stable, with the average score sitting within the 2-Star range. System1\u2019s Spike Rating, measuring short-term sales potential, showed similar consistency.<\/p>\n

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Advertisement<\/span>

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These findings underscore the growing influence of creativity in pushing boundaries and the ongoing opportunities for innovation across the advertising industry.<\/p>\n

The UK\u2019s Nation\u2019s Favourite Ads 2024<\/strong><\/p>\n

Each January, System1 and ITV celebrate standout campaigns from System1\u2019s Premium Database of over 150,000 ads, highlighting emotional impact and long-term brand potential. For 2024,\u00a0Nation\u2019s Favourite Ads<\/em>\u00a0focuses on key moments that captured national attention\u2014such as Christmas, the Euros, and category highlights\u2014spotlighting brands that delivered emotionally engaging work, excelled on key metrics beyond Star-Rating, and outperformed their category.<\/p>\n

1.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Category Stand Out<\/strong>
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Save the Children and Aardman Studios \u2013 \u201cThe Knit Before Christmas\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a05.9<\/strong>\u00a0Star Rating versus the charity category average of 1.7 Stars<\/p>\n

2.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Commitment to Positive Change & Integration of AI<\/strong>
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Dove and SOKO \u2013 \u201cThe Code\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a04.6<\/strong>\u00a0Star Rating<\/p>\n

Dove\u2019s ongoing\u00a0Real Beauty<\/em>\u00a0campaign, launched in 2004, continues to challenge unrealistic beauty standards. In a world increasingly shaped by AI-generated perfection, \u201cThe Code\u201d underscores Dove\u2019s mission to celebrate real beauty with exceptional execution and a timeless brand message.<\/p>\n

3.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Returning Advertiser<\/strong>
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Jammie Dodgers and McCann Manchester \u2013 \u201cJam-Packed with Mischief\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a04.6<\/strong>\u00a0Star Rating<\/p>\n

Returning to screens after over a decade, Jammie Dodgers embraced their unique brand personality to shine in a competitive market. By adhering to key principles from System1 and ITV\u2019s\u00a0Break Through<\/em>\u00a0research, they stood out in a category where new advertisers typically score just 2.4 Stars.<\/p>\n

4.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Most Emotionally Dynamic<\/strong>
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 British Airways and Uncommon \u2013 \u201cMay we Haveth One\u2019s Attention\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a03.0<\/strong>\u00a0Star Rating<\/p>\n

British Airways\u2019 onboard safety video sparked a remarkable response, achieving the highest emotional dynamism of 2024. This means consumer emotions shifted the most throughout the 5 minutes, a significant achievement for a typically functional and disengaging category.\u00a0<\/p>\n

5.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Highest % Happiness<\/strong>
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Cadbury and VCCP \u2013 \u201cYours for 200 Years\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a05.9<\/strong>\u00a0Star Rating<\/p>\n

Celebrating 200 years of brand loyalty, Cadbury re-aired their 2018 campaign\u00a0Mum\u2019s Birthday<\/em>, achieving an outstanding 74% happiness score\u2014the highest of 2024.<\/p>\n

6.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Most Disgusting<\/strong>
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Pot Noodle and Adam&eveDDB \u2013 \u201cNothing Satisfies like a Pot Noodle\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a01.69<\/strong>\u00a0Spike Rating<\/p>\n

Pot Noodle embraced the rare emotion of disgust (30%) to create one of the spikiest campaigns of the year, proving that any emotion can be powerful when used effectively.<\/p>\n

7.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Christmas Champion<\/strong>
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Aldi and McCann \u2013 \u201cGet into the Christmas Spirit with Kevin the Carrot\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a05.9<\/strong>\u00a0Star Rating and highest Spike-Rating of 2024<\/p>\n

8.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Winner of the Sports and Humour Award<\/strong>
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Irn-Bru and Leith \u2013 \u201cOptimism is Back in Scotland\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a05.0<\/strong>\u00a0Star Rating<\/p>\n

9.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Least \u201cDull\u201d Ad (Christmas)<\/strong>
System1\u2019s\u00a0Extraordinary Cost of Dull<\/em>\u00a0research found that ads with high neutrality scores fail to drive action, as disengaged consumers don\u2019t act in the short or long term. In 2024, UK ads averaged 50% neutrality, with half of viewers unmoved. Brands that prioritised emotional impact\u2014positive or negative\u2014had the strongest commercial potential. Categories like chocolate and travel, being inherently emotional, have an advantage, while sectors like financial services and broadband must work harder to create emotional impact.
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Disney and Adam&EveDDB \u2013 \u201cThe Boy and the Octopus\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a05.9<\/strong>\u00a0Star Rating, 6% neutrality vs. category average of 47%<\/p>\n

10.\u00a0\u00a0\u00a0Least \u201cDull\u201d Ad (Non-Christmas<\/strong>)
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Virgin Media and VCCP \u2013 \u201cWalrus Whizzer\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a03.8<\/strong>\u00a0Star Rating, 27% neutrality\u2014half the 54% Broadband Provider category average<\/p>\n

11.\u00a0\u00a0\u00a0The Out-of-Home Favourite<\/strong>
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Cadbury and VCCP \u2013 \u201cSecret Santa Postal Service\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a05.5<\/strong>\u00a0Star Rating<\/p>\n

12.\u00a0\u00a0\u00a0The Family Favourite<\/strong>
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 OXO and Above+Beyond \u2013 \u201cMade with OXO, Made with Love\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a04.8<\/strong>\u00a0Star Rating<\/p>\n

13.\u00a0\u00a0\u00a0Diversity and Representation<\/strong>
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Doritos and Goodby Silverstein & Partners \u2013 \u201cFor the Bold in Everyone\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a04.4<\/strong>\u00a0Star Rating
Doritos defied stereotypes, showcasing independence, humour, and agency for over-55s, with a standout 27% surprise score.<\/p>\n

14.\u00a0\u00a0\u00a0New Brand Character<\/strong>
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Funky Pigeon and VCCP \u2013 \u201cGive a Funk?\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a04.1<\/strong>\u00a0Star Rating<\/p>\n

15.\u00a0\u00a0\u00a0Star-Studded Partnership<\/strong>
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Santander and House337 \u2013 \u201cBanking with the Enemy\u201d
\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a03.3<\/strong>\u00a0Star Rating<\/p>\n

Key Themes from 2024\u2019s Top Adverts<\/strong><\/p>\n

This year\u2019s standout campaigns highlight several key themes that drove consumer engagement and creative success:<\/p>\n

Consistency<\/strong><\/p>\n

Familiarity emerged as a powerful driver of engagement and commercial success. Returning brand characters like Kevin the Carrot, enduring brand identities like Irn-Bru, and the re-airing of classics such as Cadbury\u2019s\u00a0Mum\u2019s Birthday<\/em>\u00a0demonstrate the value of consistency. Cross-channel alignment also played a role, with Cadbury\u2019s\u00a0Secret Santa Postal Service<\/em>\u00a0winning in the outdoor category while reinforcing their overall brand story. In 2024, familiarity bred not just contentment but also measurable success, highlighted in System1\u2019s\u00a0Compound Creativity<\/a><\/em>\u00a0research<\/a>\u00a0using data from the IPA.<\/p>\n

Humour<\/strong><\/p>\n

Humour made a bold comeback in 2024, with many brands embracing unconventional and playful tones. Virgin\u2019s mischievous walrus, Irn-Bru\u2019s cheeky take on Scottish optimism, and Marks & Spencer\u2019s nod to\u00a0The Vicar of Dibley<\/em>\u00a0are prime examples. From quirky characters like Aardman\u2019s Shaun the Sheep to the fun and irreverent Funkettes, brands leaned into cultural references and bold comedic choices, making humour a hallmark of this year\u2019s top campaigns.<\/p>\n

Brands Zigged<\/strong><\/p>\n

Defying category conventions and exploring unexpected emotions proved to be winning strategies in 2024. Pot Noodle embraced the often-avoided emotion of disgust to stand out, while Doritos challenged stereotypes with a campaign celebrating boldness in unexpected ways. Similarly, Save the Children broke from the norm in their category by prioritising hope and positivity over sadness.<\/p>\n

This year\u2019s campaigns reinforce the insights from \u00a0The Extraordinary<\/a><\/em>\u00a0<\/a>Cost of Dull<\/a><\/em>\u00a0report<\/a>, where Jon Evans, host of the\u00a0Uncensored CMO<\/em>\u00a0podcast, Adam Morgan of eatbigfish, and Peter Field emphasised that neutrality is the greatest enemy in advertising. In 2024, brands that \u201czigged\u201d when others \u201czagged\u201d\u2014by being bold, unconventional, or breaking category norms\u2014reaped the rewards.<\/p>\n

Andrew Tindall, SVP Partnerships, System1 said:<\/strong><\/p>\n

\u201c2024 was an extraordinary year, setting a high benchmark for 2025. Many brands and agencies broke conventions, delivering some of the most innovative and captivating creative we\u2019ve ever seen. It\u2019s incredibly exciting to see brands stepping up beyond seasonal moments and consistently engaging audiences on an emotional level throughout the year.\u201d<\/p>\n

Kate Waters, Director of Client Strategy and Commercial Marketing, ITV said:<\/strong><\/p>\n

\u201cIn 2024, we didn\u2019t just see brands and agencies raising the floor\u2014we saw them breaking through the ceiling. Together, they delivered ads that resonated, entertained, and stood out. It\u2019s inspiring to witness such an unwavering commitment to originality and craft throughout the year.\u201d<\/p>\n

About System1:<\/strong><\/p>\n

System1 is The Creative Effectiveness Platform that harnesses the power of emotion to drive\u00a0growth for the world\u2019s leading brands.\u00a0 \u00a0<\/p>\n

Our Test Your Ad (TYA) and Test Your Innovation (TYI) solutions quickly predict the short- and long-term\u00a0commercial potential of ads and ideas, giving marketers confidence that their creative concepts\u00a0will resonate with consumers and drive profitable commercial growth.\u00a0 Complementing TYA and TYI is\u00a0Test Your Brand (TYB), which measures the impact of ads and ideas on brand health.\u00a0\u00a0 \u00a0<\/p>\n

With a database of over 100,000 ads, System1 allows brands to compare their\u00a0ads against\u00a0competitors, and System1\u2019s expert guidance helps brands improve the\u00a0effectiveness of\u00a0ads and\u00a0ideas.\u00a0 \u00a0<\/p>\n

System1 was founded in 2000 by Founder & President John Kearon and has operations in\u00a0Europe, North America, Brazil, Singapore, and Australia.\u00a0 For more information, visit\u00a0system1group.com<\/a>\u00a0or follow us\u00a0@System1<\/a>\u00a0on LinkedIn.<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

LONDON \u2013 System1 and ITV have unveiled the UK\u2019s top-performing ads of 2024, ranked by emotional resonance, category distinction, and unique creative elements\u00a0such as humour and AI innovation. Save the Children, in collaboration with Aardman Studios, set a new benchmark for category distinction with a 5.9 Star Rating for their Christmas campaign, far surpassing the […]<\/p>\n","protected":false},"author":1,"featured_media":93807,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[14239,9684,10159,1983,22432,35194,18525,3865,44733,44734,23564],"dealstore":[],"offerexpiration":[],"class_list":["post-93806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-ads","tag-ceiling","tag-creativity","tag-favourite","tag-highlighting","tag-itv","tag-raised","tag-reveal","tag-system1","tag-uk-favourite-ads","tag-uks"],"yoast_head":"\nSystem1 and ITV Reveal the UK's Favourite Ads of 2024, Highlighting Creativity that Raised the Ceiling - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=93806\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"System1 and ITV Reveal the UK's Favourite Ads of 2024, Highlighting Creativity that Raised the Ceiling - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"LONDON \u2013 System1 and ITV have unveiled the UK\u2019s top-performing ads of 2024, ranked by emotional resonance, category distinction, and unique creative elements\u00a0such as humour and AI innovation. 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