Guide Dogs' "Unleashed" Scores an Exceptional 5.4 Stars, Ranking in top 1% of Charity Ads

Sep. 24, 2026

Guide Dogs’ latest campaign, “Unleashed,” has achieved an exceptional 5.4-Star Rating from System1, placing it in the top 1% of ads in the Charities & Non-profits category for predicted long-term effectiveness. The 60-second film scores well above the category average of 1.7 Stars, whilst also achieving an ‘Exceptional’ Spike Rating of 1.41, indicating strong potential to generate a short-term response.

System1’s Star Rating measures viewers’ emotional responses to advertising to predict long-term brand-building potential. Its Spike Rating combines emotional intensity and brand recognition to indicate short-term response potential.

Created by Fold7, the ad follows real people with sight loss as they experience significant personal firsts, capturing the uncertainty of taking those steps and the pride that follows. Many of these moments involve support beyond a guide dog, helping audiences understand the breadth of the charity’s work.

System1’s analysis highlights the emotional journey at the heart of the film. Early feelings of sadness and apprehension give way to a growing sense of achievement, with happiness building as the stories unfold. The ending leaves viewers with an optimistic picture of the independence that the charity helps make possible.

This reflects a central recommendation from System1’s The Charity Challenge audit, which warns that guilt and unresolved negative emotions can leave audiences feeling helpless and disengaged over time. It recommends stories that acknowledge the challenge while leaving people with hope, showing the personal difference a charity’s support can make.

The film’s documentary feel gives that difference emotional weight. By placing real service users and their experiences at the centre of the story, it makes progress feel personal and tangible. Its melodic soundtrack supports the emotional journey, creating an increasingly uplifting tone as confidence grows. Both choices reflect the audit’s recommendations on relatable storytelling and music.

Consistent use of Guide Dogs’ navy and yellow colours, including clothing and dog equipment, also helps connect these moments with the charity. The advert achieves a ‘Good’ Fluency Rating, with 89% of viewers recognising Guide Dogs by the end, above the category average of 79%.

The brand result was followed by another strong performance for Guide Dogs. Its more recent “Leaving a Legacy for Future Independence” achieved a 4.5-Star Rating, alongside an ‘Strong’ Spike Rating of 1.27 and Fluency Rating of 91.

Andrew Tindall, Chief Growth Officer at System1, said:

"Charity advertising can acknowledge difficult experiences and still leave people feeling hopeful. What matters is where the story takes them. Guide Dogs makes the value of independence deeply personal, inviting viewers to share in the pride of each first. A 5.4-Star score shows the strength of that approach and offers a powerful example for the wider sector."

 

Ian Henderson, Head of Strategic Planning at The Guide Dogs for the Blind Association said:

"We’re delighted that Life Unleashed has achieved such a strong result with System1. The campaign celebrates the confidence and independence that people with sight loss can achieve with the right support, while highlighting the breadth of services Guide Dogs provides. By sharing real experiences and personal milestones, we hope to inspire greater understanding of sight loss and encourage more people to support our mission. With one in five people expected to experience sight loss in their lifetime, that support has never been more important."