Adverts, eh. Sometimes they’re good, sometimes they’re great and sometimes they miss the mark entirely. But ultimately – outside of the marketing echo chamber (we’re looking at you, Burger King) – what we really need to know is the impact they make on consumers in the Real World.

Thank goodness then, for System1, which analyses the effectiveness of hundreds of new ads each month, applying a unique star rating to assess the likely success and commercial impact of the creative.

Every ad that scores a high star rating has its own unique story to tell, on what makes an effective ad and how a creative can drive commercial success for a brand.

Of course, we can also learn valuable lessons from the ads which don’t perform quite so well…

Each month, System1’s Jon Evans – chief customer officer and all-round marketing genius – will be bringing us a monthly ad takedown, featuring three particularly notable spots from the past month; one top-performer, one that could do better and a wild card that stands out from the crowd.

He will also be giving us the lowdown on the story behind some of the scores, as well as the lessons the industry can learn from each creative. Here’s are September’s choices…

The one that hit the spot

KitKat – 5.2 Star Rating

The ‘Have a Break, Have a KitKat’ campaign made a strong comeback in September, achieving a 4.4 Star Rating for the 40-second cut and an impressive 5.2 Star Rating for the 30-second version, making it the highest-performing ad of the month. Unlike most confectionery ads, which average around 3.8 Stars, KitKat leans into its tagline as a distinctive brand asset, using storytelling to evoke emotion rather than relying solely on the product.

Both cuts achieved exceptional brand recognition, even without mentioning KitKat until the 20-second mark. The Queen track ‘I Want to Break Free’ enhances the narrative as an overworked employee rushes for a break – a relatable scenario that captures attention early.

A humorous moment where a laptop pinches the employee’s bum adds levity, ensuring positive audience engagement. Airing in early September, the ad resonates with employees returning to work post-holiday, skilfully avoiding negativity.

The upbeat mood and comedic elements transform the narrative, culminating in the protagonist enjoying a KitKat and freeing themselves from the chains of responsibility.

The one with room to improve

Channel 4 – 3.4 Star Rating

Channel 4 could have benefited from adopting KitKat’s strategy of consistency. Last year, Channel 4’s ‘The Great British Bake Off’ campaign scored an impressive 5.9 Star Rating, showcasing a simple and reusable concept: faces on ingredients.

However, as our ‘wear-out’ research indicates, creatives often tire of ads faster than consumers do.

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This year’s campaign for the Bake Off, while not bad at 3.4-Stars, falls short of last year’s maximum effectiveness score. The animation has its quirky moments, with humorous cues and hidden details that reward repeat viewings.

However, the overall narrative lacks a clear direction, making it difficult to connect this whimsical scenario to the Bake Off. As a result, it has modest short-term potential and average brand recognition.

To enhance performance, the spot could benefit from a clearer storyline and more explicit brand cues introduced earlier. It’s a solid effort, but we hope to see the beloved crazy eggs return to the tent next year!

The one no-one expected

Amazon – 4.4 Star Rating

Amazon knows a thing or two about storytelling, consistently achieving high results with their consumer-centric, emotion-driven creatives. This month’s winner is notable not just for its score but for its focus on the environment and sustainable practices.

According to our collaborative Greenprint research with ITV and Richard Shotton, only 8% of UK ads feature an environmental message. This marks a significant shift for Amazon, which, although incorporating such messaging into its global communications, has only recently adopted this strategy in the UK.

At the heart of this ad is storytelling that showcases children creatively recycling Amazon’s cardboard boxes for play, emphasising the company’s commitment to reducing plastic and packaging. The use of children is strategic, as they serve as ‘neutral messengers’ in behavioural science, delivering messages in a non-partisan way. By modelling positive recycling behaviour, they encourage consumers to do the same.

With engaging elements like relatable characters, a sense of place, and human interaction, Amazon establishes a strong emotional connection with viewers, ultimately promoting positive environmental behaviours.

It’s encouraging to see more brands taking on the sustainability challenge.