System1

Volkswagen's recent ad in Brazil was controversial, but it was also a huge hit with ordinary viewers. The ad showed iconic singer Elis Regina, who died in 1982, dueting with her daughter Maria Rita, a performance made possible by AI technology. Cannes Juries loved the ad too, awarding it 5 different Lions. But did they admire the technology, or the emotion that it created? And why does it matter? Find out in our first LATAM Ad Of The Month feature: https://bit.ly/3LcyfkR Volkswagen Group Roger Corassa AlmapBBDO

Kroger provides our latest US Ad Of The Week with a commercial spotlighting their ‘Zero Hunger, Zero Waste’ initiative against both food waste and child hunger. In our exclusive Test Your Ad report you’ll find out how the grocery brand deploys successful techniques to get their message across and change consumer behavior, and what role their Kroji characters play in the effort: https://bit.ly/3zw9PjE Stuart Aitken

Our Ad Of The Week comes from adidas, celebrating England’s Euros hero Jude Bellingham with a prescient ad that takes fans in particular on an emotional rollercoaster ride. Find out how the brand and agency Johannes Leonardo have spared no effort to tug fans’ heartstrings, and why the fan response at a big event is so important, in our exclusive Test Your Ad report: https://bit.ly/3VZy7KG Ben Eastwood Jonny Silcock Joe Carby Steve Marks Spindle Greg Hackett

What a brilliant few days it's been at MAD//FEST! We met so many amazing people and saw some fantastic presentations. Great to see everyone in System1 pink too! Big thanks to everyone who stopped by our cabana. See you next year!

Day 2 at MAD//FEST has been a huge success, as you can see by our busy System1 booth! Orlando Wood, Chief Innovation Officer at System1, was joined by Sir John Hegarty, hosting a breakfast session on the topic of his new course a.p.e (Advertising Principles Explained). Andrew Tindall, SVP of Global Partnerships at System1, took the stage for an encore of his Cannes in Cairns session, “Effectiveness in an Age of Efficiency”. Jon Evans, Chief Customer Officer at System1, was joined by Rory Sutherland for an insightful discussion in the exclusive Uncensored CMO Backstage area. Come see us by the Attention Stage to learn more about what we do. We also have exciting prizes and prosecco!

We’ve arrived at MAD//FEST! We’ve brought our FEEL WHEEL to the Old Truman Brewery, plus exciting prizes, prosecco and, of course, a splash of pink! Drop by our booth over the next 3 days so you can discover our advertising and innovation solutions and join the fun! Don’t miss these upcoming sessions featuring System1: - “The Next Creative Revolution” presented by Orlando Wood on the Creator Economy stage tomorrow at 9:45 AM - “Effectiveness in an Age of Efficiency” presented by Andrew Tindall on the Attention stage tomorrow at 12 PM - “200 years of Effectiveness” presented by Orlando Wood in the Uncensored CMO Backstage area tomorrow at 4 PM - “Uncensored CMO Backstage”: you’ll be able to access the Uncensored CMO himself, Jon Evans, for an exclusive backstage experience with a dedicated CMO and senior marketing leaders’ room, located in the Taproom on Dray Walk See you there!

Happy Pride Month from all of us at System1! We've been celebrating love, diversity, and inclusion in recent weeks with our amazing team. Check out these photos from our colleagues and the fabulous Pride-themed cupcakes we enjoyed in our London office!

Join us on July 9 at 11 am EST / 4 pm BST for an exclusive encore presentation of the Cannes Lions International Festival of Creativity session, “The Extraordinary Cost of Dull.” Featuring Jon Evans, Chief Customer Officer at System1 and host of the Uncensored CMO podcast, and Adam Morgan, founder of eatbigfish, with special guest Peter Field, this session will dive into the real impact of dull advertising on our industry and economy. Learn about the origins and costs of dull advertising, and discover effective strategies to create engaging ads. We'll also highlight examples of entertaining ads in traditionally dull categories. Register now to attend live and access the recording: https://bit.ly/4cJ9t7z

Cannes you believe the annual event celebrating the advertising industry is over?! But that doesn't mean we can't continue to learn from the work that was honored last week. Read about the creative here - key themes, Test Your ad metrics and more: https://hubs.la/Q02DH_6L0

Our US Ad Of The Week comes from King's Hawaiian, and it’s another Despicable Me 4 tie-in ad. Audiences love the Minions, and the bread brand gives them a neat, funny, 30-second skit which also happens to have King's Hawaiian rolls in a starring, er, role. Find out how King's Hawaiian win the tie-in game in our latest Test Your Ad report: https://hubs.la/Q02DHsk_0 King's Hawaiian Holger Kraetschmer Jennifer Yun Peter Hanson Stacey Mercado Jenna Perry, MBA Raouf Moussa Universal Pictures Jill Brody