System, The Creative Effectiveness Platform, unveils the ads of the month for August. System1’s Test Your Ad platform measures consumers’ emotional responses to ads to predict their commercial potential. Creative is assigned a score of 1.0 to 5.9 Stars based on long-term brand-building potential.

Ads that make people feel intense, positive emotions like happiness and surprise score high on the scale. Usually just 1% of ads secure a 5-Star score. 

Creative Brand Platform of the Month – Marks & Spencer

“From Farm to Foodhall” 5.0 Star Rating Test Your Ad Report  

Returning with the soft hum of Fleetwood Mac’s “Albatross” and the familiar voice of Tom Kerridge, M&S is back with its Farm to Foodhall campaign, once again earning high scores on System1’s Test Your Ad platform. Now in its third year, the campaign showcases the quality of M&S ingredients through authentic storytelling, as Kerridge travels across the UK to meet the real people behind the great taste.

Consistently achieving strong and exceptional ratings, the campaign demonstrates the power of long-term consistency: trusted partners who align with the brand, a clear positioning, and creative codes that instantly cue M&S. The result is a brand that champions not only quality food but also quality advertising.

Dark Horse of the Month – Channel 4

“Educating Yorkshire” 4.4 Star Rating Test Your Ad Report

Channel 4 surprised audiences with an ad that flipped the script, letting the children take the reins. At 3 minutes 20 seconds, it is far longer than the usual 20 to 40 second sweet spot, yet it held attention and delivered an impressive 4.4 Stars. Instead of switching off, viewers were treated to a School of Rock style journey through music, sport, and everyday school life, all told from the kids’ perspective.

The result is entertaining, authentic, and full of humour, a creative and endearing way to launch the new series. In a category often dominated by highlight reels or cast testimonials, Channel 4 stood out with a campaign that both cuts through and stays true to the spirit of the show.

Cross-Media/Digital Ad of the Month – Heinz

“Cet été, c'est Heinz sinon rien!” 3.0 Star Rating Test Your Ad Report

This month’s Digital Spotlight takes us to France, where Heinz cut through the scroll with a brilliantly branded social ad celebrating the iconic ketchup and chips combo. Distinctiveness can be difficult to achieve in digital, where attention spans average just two seconds, but Heinz nailed it. By leading with its famous ketchup in the very first frame, the brand scored an impressive 91% 2-second fluency and strong short-term sales potential.

What makes this ad stand out is its balance: a clear performance hook (that unmistakable product shot) paired with engaging creative elements such as music, characters, and a simple, relatable cooking story that sustain emotional connection. It is a smart reminder that digital can deliver both instant impact and lasting engagement when branding is bold and immediate.