System1
System1 is The Creative Effectiveness Platform that quickly harnesses the power of emotion to drive profitable growth for the world’s leading brands.
If Your Creative Isn't Driving Impact, Your Relationships Might be the Problem
New D&AD and System1 research reveals the strongest creative work is built on trust, not bigger budgets
From Piste to Podium: The Ads Taking Home Effectiveness Gold at the 2026 Winter Olympics
System1's test your ad competitive edge platform ranks the standout winter olympics campaigns
AI Killed Big Game Ad Effectiveness: Human-Centric Stories Won the Night
Consumers favoured heartfelt, human ads despite AI-heavy big game messaging
Early Testing Shows 2026 Could Be the Strongest Big Game Ad Year Yet, with the NFL, Budweiser, and Ring in the Lead
System1's Test Your Ad Competitive Edge platform ranks the top early-release ads
System1 and Effie Launch The Creative Dividend: A Practical Guide to Making Effectiveness Happen in Advertising Today
New book helps marketers improve ad quality, defend investment, and unlock profit
The Best Ads from American Football's Big Game in the 2020s, According to System1
The test predicts long-term brand growth and short-term sales impact by measuring viewers’ emotions and how quickly and accurately they recognize the brand
System1 Reveals the 10 Brands that Cut Through in 2025
While System1's Star Rating is widely used to predict long-term brand-building potential, this ranking focuses on a different win: memorable impact within the category
System1 Reveals Australia’s Top Ten ads of 2025
The 2025 ranking is based on scores from System1’s Test Your Ad platform, which maps emotional responses to an advert to predict its commercial impact
Intermarche's "Unloved Wolf" Delivers Most Effective French Advert Ever
Christmas ad earns an exceptional 5.0 Stars with System1, making it the highest-scoring French creative ever
Kevin the Carrot Christmas Trilogy Exceeds 5 Stars for the 6th Year in a Row
UK's favourite carrot celebrates 10th year with exceptional overall score
Cartier ad Outshines Luxury Brands with Iconic Panther
New social creative scores an exceptional 5.2 Stars with System1, well above luxury goods average of 2.1
System1: Consistency is Cracking Christmas
Each year, System1 tests every Christmas ad through its Test Your Ad platform, capturing real consumer emotional responses to predict commercial impact
Latest News
Jun. 29, 2026
Abarth Brings the New Abarth 600e into the Gaming World with Gangstar Vegas with Instagram Campaign
Migrante has developed a social media campaign on Instagram, inviting the Abarth fanbase to try the new Abarth 600e virtually in the Gangstar Vegas game
Jun. 29, 2026
TRY and Martin Werner Celebrate the Beauty of Mediocrity for Norsk Tipping
The film opens in reverence, using the visual grammar of sport, shot closely and building anticipation for something great about to happen