System1
System1 is The Creative Effectiveness Platform that quickly harnesses the power of emotion to drive profitable growth for the world’s leading brands.
System1: Volkswagen Makes Automotive Advertising History with Maximum 5.9-Star Score
"50 Years of Pure Passion" is the first car ad to achieve System1’s top rating
System1 Reveals the World's Favourite World Cup Ads, From Scotland to Brazil
In System1 Test Your Ad platform, 34 World Cup ads achieved a Star Rating of 4.0 or higher, a significant improvement from two ads during the 2022 Men’s World Cup
System1: Cornetto Scoops an Exceptional 5.9 Stars as Ice Cream Wars Heat Up
Data shows brands that lean into consistency are standing out in sea of sameness
Cannes vs. The Consumers: Craft and Humour Conquer AI
System1 testing reveals that craft, humour and storytelling resonate most with consumers, even as AI brands took home Gold at Cannes Lions 2026
System1, WPP Media and TikTok Launch new Playbook Showing How Creator Ads Build Brands
Research unveiled at Cannes Lions finds creator ads build more brand memory—but marketers still measure the wrong metrics
System1: Hawkstone's Debut TV Ad Scores a Maximum 5.9* With Beer Drinkers
"Kaleb's Leap" achieves 4.8 Stars nationally, placing it among top 3% of beer ads ever tested by System1
Aldi Tops Ranking of the Greatest World Cup Ads Ever, as Adidas Outperforms Nike Overall
System1 testing reveals the highest-scoring FIFA World Cup campaigns since 1994
Irn-Bru Named Consumer Favourite at the 2026 Advertising World Cup
Highest-ever Star Rating underscores standout performance in the tournament’s most competitive year to date
M&S Earns System1's Highest Score After Four Years of Creative Consistency
System1’s Star Rating predicts long-term brand growth by measuring consumers' emotional response to advertising
Grand Frais Drives Big Sales Potential with Kad Merad
The French supermarket’s new ad featuring actor Kad Merad has earnt an ‘exceptional’ 1.47 Spike Rating with the creative effectiveness platform System1
Love it or Hate it: Marmite's Latest Campaign Divides UK Audiences
New outdoor creative polarised consumers, causing 8x as much disgust as average - and even some fear, according to System1
The Cure for Dull Advertising: New Research Reveals What Drives Creativity that Actually Works
Building on the earlier whitepaper, The Extraordinary Cost of Dull, this new report moves from diagnosis to prescription
Latest News
Jul. 17, 2026
Samsung Expands "Spider-Man: Brand New Day" Collaboration With Cinematic Spot Starring Jacob Batalon
The new creative teaser for the Samsung Galaxy Z series tells an original story featuring Spider-Man and Ned Leeds
Jul. 17, 2026
E*TRADE from Morgan Stanley Completes Rollout of Crypto Spot Trading
Morgan Stanley Wealth Management continues to invest in the E*TRADE platform with expanded offerings for investors at every stage