December’s 5 most effective US ads, from AT&T and Frito-Lay to Toyota

Here are System1’s top-five US ads of December, according to the firm’s proprietary rating system, as well commentary from System1’s chief customer officer, Jon Evans, below.

5. AT&T: ‘Work late’

Star rating: 3.9

“Santa showed up again in AT&T’s thoughtful Christmas ad putting the spotlight on the holiday season’s late workers, who work to make Christmas possible for the rest of us. It feels like an ad that might launch a purpose-driven initiative but the aim is just to raise a smile (and brand awareness). That slight lack of emotional resolution keeps a strong execution just under 4 stars.”

4. Philadelphia Cream Cheese: ‘Cheesecake is Everything’

Star rating: 4.5

“Philadelphia Cream Cheese brings the ’is it cake?’ trend to its holiday ad, leading to an unexpected meal where everything from the dinner rolls to the cocktails is actually cheesecake. The work from Gut is reminiscent of Ocean Spray’s recent ‘Power Your Holidays‘ ad featuring jiggling cranberry sauce and guests who wiggle just as wildly.

“Both ads had some viewers feeling contempt and disgust, though Philadelphia benefits from the appeal of a delicious dessert and speedier brand recognition for its 15-second spot compared to the beverage brand’s 60-second execution.”

3. Frito-Lay: ‘Classic debate’

Star rating: 4.6

“Nothing to do with Christmas, this one – it’s Frito-Lay’s World Cup commercial.

“The ad features David Beckham, Peyton Manning and additional icons from the worlds of football and… the other kind of football. It was the top-ranking US ad aired during the World Cup and demonstrates how brands can effectively leverage stars. Don’t just use celebrities as walking endorsements, get them to do what they’re famous for, but in a larger-than-life, tongue-in-cheek way to entertain audiences.”

2. Toyota: ‘Like no one’s watching’

Star rating: 4.8

“The holidays can be a lonely time for many people and Toyota’s latest ad takes a risk by leaning into sadness at a time when most commercials focus on the cheer.

“It’s also a great example of how effective it can be to introduce and then resolve this emotion. Initially, viewers are sad that the retail employee at the center of the story needs to work over Christmas. As she makes an effort to spread joy among her neighbors, happiness levels rise. When these same neighbors bring the woman baked goods and decorations, happiness rises even further, leading to an emotionally satisfying conclusion and a 4.8-star result.”

1. Wegmans: ‘Holiday commercial 2022’

Star rating: 5.8

“Just like in the UK, US retailers delivered strong creative for the holiday season. This ad from regional supermarket chain Wegmans earns the title of the top-scoring US Christmas ad for taking viewers on an emotional journey. At first, there’s a sense of mystery as we see a boy preparing for Christmas on his own by shoveling snow and stringing lights.

“The reveal is powerful and heartwarming – he’s actually helping out his elderly neighbor. Rather than directly emphasize its range, deals or product quality, Wegmans puts storytelling and emotion at the forefront and comes away with a near-perfect score.”

Methodology

System1 tests ads on measures that predict long-term brand growth (star rating) and short-term sales growth (spike rating) – each between 1 and 5 stars. These measures are validated using the independent IPA database and also against real sales data at a category level. The star rating captures the emotional response to an ad. Only 1% of ads on the system score 5 stars. A 1-star ad will have zero effect on brand growth, while a 5-star ad will have an exceptional impact (up to three points of market share gain, depending on investment). Often the work that receives the highest ratings comes as a surprise to everyone.

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