System1
System1 is The Creative Effectiveness Platform that quickly harnesses the power of emotion to drive profitable growth for the world’s leading brands.
Dolmio's Iconic Family Makes an Effective Comeback with 4.9-Star System1 Score
Return of famous puppet family puts new campaign among top 4% of ads in its category, according to System1 testing
System1 Launches Test Your Ad Screen: AI Creative Screening Trained on Millions of Human Emotional Responses
New tool, rooted in human emotion, offers predictive metrics at speed and scale
System1 Testing: Graze will Drive Craze - as Long as Supermarkets Stay Stocked
New Graze Oat Brownies range scores 4.8 Stars, signalling strong commercial potential, but risks of product cannibalisation
System1 Appoints Kimberly Bastoni as Global Chief Commercial Officer
Research technology veteran to lead System1's global commercial organization from New York, uniting sales and marketing worldwide
World Cup Ads Don't Rely on Beckham or Messi as Much as Marketers Think
The stars feature in fewer than 1 in 10 ads, but their presence boosts long-term effectiveness
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
Latest News
Aug. 29, 2026
After 63 years, Vodafone and BVB Recreate First Ever Goal in Bundesliga History Using AI
The AI-reconstructed goal airs from 29 August on TV across Germany in a documentary called "The Unseen Goal"
Aug. 28, 2026
Leroy Merlin Launches the "Anti-Laziness" Range With 4,000 Products
The very first anti-procrastination programme, designed in collaboration with creative agency FullSix to help French people tackle those little jobs they keep putting off