The Ads That Made People Feel Something In 2025, Per System1

Each year, the marketing effectiveness firm evaluates ads* based on the emotional response they ignite, the strength of their branding, and how likely they are to drive both long-term brand growth and short-term sales impact. (See below for methodology.)

“This year’s top ads prove the power of human storytelling,” Vanessa Chin, svp of marketing at System1, said in a statement. “When brands embrace character, story, sense of place, and melody, they create work that doesn’t just advertise, it connects.”