As this year’s Cannes Lions Awards draw to a close, creative effectiveness platform System1 has revealed the top 10 most popular shortlisted spots according to attendees.
Cannes Lions Festival is an annual series of awards ceremonies that celebrate some of the world’s most creative pieces from over 90 countries and across 28 categories.
Held in France and taking place over the span of a week, the awards act as the ultimate guide for creative excellence in the industry and, among other categories, name that year’s best campaign.
Advertising effectiveness platform System 1 has measured viewers’ emotional responses to adverts, allowing it to predict the advert’s commercial impact and reveal which of this year’s Cannes nominees were the public’s favourites.
The data has been used to create a top ten list and star rating (from 1.0 to 5.9), indicating an ad’s potential to drive long-term market share growth.
Ads that entertain and evoke positive emotions like happiness and surprise achieve a higher star rating than those that either elicit no emotion at all or focus on negative emotions, such as fear or sadness.
The creative effectiveness platform revealed that the National Lottery’s ‘A Christmas Lo
ve Story’ took home the top spot with a score of 5.7 stars, making it the public’s most-liked advert from this year’s Cannes Lion’s shortlist.
The ad scored far higher than the next runner-ups; McDonald’s ‘Raise Your Arches’ (4.7 stars) and Coco-Cola’s ‘Masterpiece’ (4.5 stars), which took second and third place respectively.
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Other adverts which completed the top ten list were:
- Popcorners’ – ‘Breaking Good’ (3.9 stars)
- Apple – ‘The Greatest’ (3.8 stars)
- John Lewis – ‘For All Life’s Moments’ (3.5-stars)
- Procter & Gamble – -The Name (3.5-Stars)
- Marmite – ‘Baby Scan’ (3.3-Stars)
- Apple – ‘Action Mode’ (3.3-Stars)
- John Lewis – ‘The Beginner’ (3.3-Stars)
“It’s great to see a campaign that System1 supported at the top of the list with a near-perfect score, as well as other ads that apply best practices from our research, like the McDonald’s spot leveraging its distinctive assets and ads bringing the experiences of under-represented groups into the spotlight,” said System 1 chief customer officer, Jon Evans.
“Many of this year’s Cannes shortlisted ads are both creative and well-liked – the perfect inspiration for brands looking to make commercially effective work,” he added.
