System1 and ITV name 2023’s best adverts

Aldi’s advert received a maximum 5.9-stars on System1’s Test Your Ad platform, one of 87 to receive the accolade in 2023.

Coca-Cola’s ‘Holidays are Coming’ campaign and Amazon’s ‘Joy is Shared’ were ranked second and third, with chocolate company Lindt having two adverts placed fourth and fifth.

The rest of the top 10 included campaigns by The Works, Netflix, Hotel Chocolat, TUI and Cadbury.

System1 said there were several key themes among the top adverts of the year, with Christmas dominating and a greater focus on characters based on everyday items, such as Kevin the Carrot.

Wordless storytelling was also a prominent trend, as was a focus on nostalgia and a use of ordinary voices and real conversations.

Jon Evans, chief customer officer at System1, said: “2023 was another bumper year for effectiveness and creativity, with many brands and agencies producing their best work during the festive season.

“We’ve seen ads that both drive short term sales and deliver long-term build branding, effectively tapping into both seasonal moments and the everyday.”

Kate Waters, director of client strategy and planning at ITV, said: “From Aldi to Cadbury to Amazon, this year’s nation’s favourites provide a wonderful showcase for the creativity and craft that are so critical to the effectiveness and therefore the impact of the industry.”