Consultancy System 1 and ITV have named the UK’s top-performing ads of 2024.
The contenders have been ranked by emotional resonance, category distinction and creative elements such as humour and AI innovation.
ITV director of client strategy and commercial marketing Kate Waters said: “In 2024, we didn’t just see brands and agencies raising the floor—we saw them breaking through the ceiling. Together, they delivered ads that resonated, entertained, and stood out. It’s inspiring to witness such an unwavering commitment to originality and craft throughout the year.”
System 1 senior vice president partnerships Andrew Tindall said: “2024 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’ve ever seen. It’s incredibly exciting to see brands stepping up beyond seasonal moments and consistently engaging audiences on an emotional level throughout the year.”
Save the Children’s Christmas campaign, created in collaboration with Aardman Studios, achieved a 5.9-star rating for its Christmas campaign, surpassing the 1-star average for the charity sector.
Meanwhile Cadbury achieved the highest happiness score of the year by re-airing it’s ‘Mum’s Birthday’ ad.
Five star ratings were achieved by 128 ads in 2024, a 32% increase from 2023. 22% of these were Christmas campaigns.
According to System 1, 2024 saw the return of humorous ads, with brands such as Virgin and Irn-Bru using playfulness to draw the viewer in.
Other strategies that performed well in 2024 were “Defying category conventions and exploring unexpected emotions”. Pot Noodle was one brand that did this particularly well, using disgust to stand out from the crowd.
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The top ads of 2024 were:
- Category Stand Out
- Save the Children and Aardman Studios – “The Knit Before Christmas”
- 5.9 Star Rating
- Commitment to Positive Change & Integration of AI
- Dove and SOKO – “The Code”
- 4.6 Star Rating
- Returning Advertiser
- Jammie Dodgers and McCann Manchester – “Jam-Packed with Mischief”
- 4.6 Star Rating
- Most Emotionally Dynamic
- British Airways and Uncommon – “May we Haveth One’s Attention”
- 3.0 Star Rating
- Highest % Happiness
- Cadbury and VCCP – “Yours for 200 Years”
- 5.9 Star Rating
- Most Disgusting
- Pot Noodle and Adam&eveDDB – “Nothing Satisfies like a Pot Noodle”
- 1.69 Spike Rating
- Christmas Champion
- Aldi and McCann – “Get into the Christmas Spirit with Kevin the Carrot”
- 5.9 Star Rating and highest Spike-Rating of 2024
- Winner of the Sports and Humour Award
- Irn-Bru and Leith – “Optimism is Back in Scotland”
- 5.0 Star Rating
- Least “Dull” Ad (Christmas)
- Disney and Adam&EveDDB – “The Boy and the Octopus”
- 5.9Star Rating, 6% neutrality vs. category average of 47%
- Least “Dull” Ad (Non-Christmas)
- Virgin Media and VCCP – “Walrus Whizzer”
- 3.8 Star Rating, 27% neutrality—half the 54% Broadband Provider category average
- The Out-of-Home Favourite
- Cadbury and VCCP – “Secret Santa Postal Service”
- 5.5 Star Rating
- The Family Favourite
- OXO and Above+Beyond – “Made with OXO, Made with Love”
- 4.8 Star Rating
- Diversity and Representation
- Doritos and Goodby Silverstein & Partners – “For the Bold in Everyone”
- 4.4 Star Rating
- New Brand Character
- Funky Pigeon and VCCP – “Give a Funk?”
- 4.1 Star Rating
- Star-Studded Partnership
- Santander and House337 – “Banking with the Enemy”
- 3.3 Star Rating
