They say the best way to figure out where you’re going is to look back at where you’ve been, and the last 12 months have been anything but boring so there’s certainly a lot of ground to cover. Of course, I spent most of December last year looking back and waxing lyrical about the state of adland but it’s only this week that ITV dropped the figures for the most popular ads of 2023. So, what do the results tell us?
- Aldi – Kevin & the Christmas Factory
- Coca-Cola – Holidays are Coming
- Amazon – Joy is Shared
- Lindt – Introducing the Choco Wafer
- Lindt – Enjoy the Magic of Festive Figures
- The Works – Unwrap Real Value Gifts
- Netflix – Dawn of the Nugget: Trailer
- Hotel Chocolat – Velvetiser
- TUI – Happy Holidays. Live Happy
- Cadbury – Garage
If you trust System 1, the ad effectiveness platform they used to gauge public interest, they tell us that the industry is “currently experiencing a dynamic interplay of creativity, nostalgia, and innovative communication strategies”. But what does that mean on a more granular level and what does it mean for what’s to come over the next 11 months of 2024?
Christmas Creativity Takes Centre Stage
A key takeaway from 2023's ads is the continued dominance of Christmas-themed adverts. Aldi's "Kevin & the Christmas Factory" led the pack, marking the fifth consecutive year that Kevin the Carrot has captured the nation's heart.
This trend isn't just about festive cheer; it signifies a deeper consumer connection to narratives that evoke warmth, joy, and tradition. The success of such adverts from Amazon, Lindt, The Works, TUI, and the enduring appeal of Coca-Cola's "Holidays are Coming" campaign, reaffirms the power of seasonal advertising in forging emotional bonds with audiences.
Higher Standards in Storytelling
The advertising landscape of 2023 was marked by an overall high quality of creative work. With 87 adverts scoring 5-Stars, slightly down from 92 in 2022 but a significant increase from 52 in 2021, the bar for excellence remains high.
Retail and food/beverage sectors were particularly successful, contributing over 60% of these top-rated creatives. This success underlines the importance of compelling storytelling and high production values in today's competitive market.
The Science of Emotional Engagement
The ranking of these ads, based on System1's Test Your Ad platform, offers insights into the science behind effective advertising.
This tool measures viewers’ emotional responses, underscoring the critical role emotions play in driving both long-term brand building and short-term sales. The top ads of 2023 didn't just entertain; they resonated on an emotional level, which is key to their effectiveness.
Key Themes and Innovations
Character-Led Narratives: The success of character-driven ads like Morrisons’ singing oven gloves or M&S Food’s talking mittens indicates a strategic shift towards narratives that engage the right side of the brain. This approach taps into our natural affinity for stories and characters, making ads more memorable and impactful.
Wordless Storytelling: The move towards non-verbal communication in advertising reflects a globalized market where universal storytelling techniques are crucial. Brands are increasingly using facial expressions and body language to convey messages, transcending language barriers and creating universally appealing content.
Nostalgia Marketing: 2023 saw a surge in nostalgia-driven content, with references to cultural icons from the 2000s. This trend not only evokes fond memories among audiences but also creates a sense of shared experience and community.
Authentic Voices: Cadbury's approach to using real conversations and voices in their ads represents a broader industry move towards authenticity. This style resonates particularly well with audiences seeking genuine, relatable content, fostering a deeper connection with the brand.
What This Tells Us About Advertising in 2024
The trends seen in the UK's favourite ads of 2023 signpost several directions for the foreseeable future of adland.
Emotional Resonance: Ads that strike an emotional chord will continue to be more effective, demanding creative strategies that go beyond mere product showcasing.
Inclusive Storytelling: The move towards universal, non-verbal narratives indicates a growing need for inclusive advertising that appeals to a global audience.
Blending Tradition and Innovation: While nostalgia plays a significant role, there's also an embrace of innovative storytelling techniques, suggesting a blend of old and new will define future advertising narratives.
Authenticity is Key: As consumers seek more genuine connections with brands, advertising will need to maintain authenticity, whether through realistic narratives or transparent communication.
What Have We Learned?
As we look ahead towards what remains of the year, the industry seems poised to continue a trajectory of emotionally resonant, creatively rich, and authentically engaging advertising. There’s also probably going to be an even bigger push at Christmas this year, like it or not. Above all else, however, it’s going to be a year where (hopefully) bullshit gets swept to the wayside.
