System1 on LinkedIn: What an incredible evening at Cannes! Right after his main stage talk… | 11 comments (2024)

Cannes you believe the annual event celebrating the advertising industry is over?! But that doesn't mean we can't continue to learn from the work that was honored last week. Read about the creative here - key themes, Test Your ad metrics and more: https://hubs.la/Q02DH_6L0

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Our US Ad Of The Week comes from King's Hawaiian, and it’s another Despicable Me 4 tie-in ad. Audiences love the Minions, and the bread brand gives them a neat, funny, 30-second skit which also happens to have King's Hawaiian rolls in a starring, er, role. Find out how King's Hawaiian win the tie-in game in our latest Test Your Ad report: https://hubs.la/Q02DHsk_0King's Hawaiian Holger Kraetschmer Jennifer Yun Peter Hanson Stacey Mercado Jenna Perry, MBA Raouf MoussaUniversal Pictures Jill Brody

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The auto industry suffers from a 'sea of sameness' with its advertising. How can your brand turn off auto-pilot and rev up brand-building? Our latest reports highlight the creativity journey advertisers can take to drive market share growth. Learn more: US report: https://hubs.la/Q02DzMj90 UK report: https://hubs.la/Q02DzSDH0

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While the England men’s team toil in Germany, Budweiser secure an Ad Of The Week win with this tournament ad, which unashamedly taps into the memory and emotion of the 1966 World Cup win. It’s a direct approach which had fallen out of favour in football ads, but pays dividends here. Find out why the obvious route is often the right one in our exclusive Test Your Ad report: https://hubs.la/Q02DxFXc0 AB InBev Frederic Vandersmissen Jessie Landers Georgia Doe Brian Perkins Jess McGeorgeRevolt Orlando Warner Sarah Levitt Matt Roach Paul CalwayAcademy Films

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We're 1 month out from the Olympic Games! There's still time to test the commercial impact of your advertising, and to get inspired by our research into effective sports advertising. Download our report, The Gold Standard, so you can stand at the top of the brand-building podium! https://hubs.la/Q02Dqnr00

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Don’t miss the latest piece from Andrew Tindall, our SVP of Global Partnerships, featured in The Drum. Andrew brings a fresh perspective to the Cannes Lions International Festival of Creativity, highlighting real consumer reactions to this year’s winning ads.The analysis underscores the importance of measuring creative effectiveness through genuine consumer feedback, a practice we at System1 champion. This year, humor has made a strong comeback, marking a departure from the purpose-driven campaigns of the past decade.Learn more: https://hubs.la/Q02Dnp0c0

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We’re thrilled to share the coverage we’ve received for our analysis of this year's winners at the Cannes Lions International Festival of Creativity. Our insights emphasize the resurgence of humor in advertising, with 75% of US and UK winners incorporating humor, a significant increase from 53% last year. This shift has led to a notable improvement in ad effectiveness, as highlighted by the star ratings on System1’s Test Your Ad platform.Read the full articles to dive deeper into these trends and discover why humor is taking center stage once again:The Drum - What 15,000 consumers actually think about Cannes Lions winners: https://hubs.la/Q02Df5SY0 Marketing Beat - Who’s laughing now? Humour blows purpose out of the water at Cannes: https://hubs.la/Q02Df5TT0LBBonline - Little Black Book - Laughing Lions: The Jury Are Seeing the Funny Side: https://hubs.la/Q02DdH1B0 Research Live - System1 Analysis Finds Increased Humour in UK and US Cannes Lions Winners: https://hubs.la/Q02DdVT90

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Discover the impact of emotion and attention on digital ad effectiveness in our latest report.In collaboration with Pinterest, we examined how creative quality affects return on ad spend (ROAS) and sales lift for Promoted Pins. By comparing emotional responses of US Pinterest users to a control group, we found that emotion and attention are crucial for driving commercial success.Featuring insights from Test Your Ad metrics and Pinterest’s sales data, our research offers clear guidance on making impactful digital ads. Andrew Tindall from System1 says, "We've revealed the distinct role of emotion and attention in digital advertising, with advice on creating work that works."Download the full report to learn how ads that elicit strong emotional responses and broad attention generate greater sales impact: https://hubs.la/Q02D8XCj0

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Next week is MAD//FEST! Missed our Feel Wheel last year or want another chance to spin it? We've got some great prizes and advertising and innovation insights and solutions to share with you! Drop by the event to see our team!

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Many right-brained features lend themselves well to entertainment. Behavioral science tells us humor boosts memorability and makes uneasy topics more approachable. Our report, The Greenprint USA, dives into advertising features that can help brands entertain for commercial gain while also driving positive behavior change for the planet. Read it here: https://hubs.la/Q02C-Nvg0

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