System1 Reveals the 10 Brands that Cut Through in 2025

Jan. 06, 2026

New emotional response insights from System1’s Test Your Ad platform and Competitive Edge database reveals the top ten global ads from 2025 by emotional response, channel and category cut-through.

The list recognises brands based on how strongly each ad performed relative to direct competitors, highlighting the creative choices that delivered true distinctiveness and a measurable competitive edge. 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, across channels and contexts where attention is hard-won.

Across this year’s top ten, a clear pattern emerged. The most effective work did not rely on one emotional “formula”, instead using emotion strategically. Consistency and commitment to distinctive brand assets showed up repeatedly, alongside campaigns that deliberately went against category conventions. Many also embraced bold storytelling shifts, including creative uses of AI, and a wider emotional range, from amusement and surprise to tension, sadness and even moments of negativity, to sustain attention and drive engagement.

Jon Evans, Chief Customer Officer at System1 and host of Uncensored CMO said:

"Cut-through is not about playing it safe or copying the category mood of the moment. It is about deliberately choosing an emotional stance that makes your brand impossible to ignore. This year’s top ads prove there is no single formula for earning attention. From Irn-Bru’s culturally sharp humour and Dove’s long-standing commitment to real beauty, to deliberately provocative work from American Eagle and Lynx, the common thread is intent. When brands fully commit to an emotion, whether that is joy, discomfort or something more challenging, they create memorability, conversation and commercial impact. That is how attention is earned in a sea of sameness."