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    The People’s Ads

    Each year we test over 20,000 ads globally, using our approach which is highly predictive of in-market performance. We take a shortlist of acclaimed ads, award-winning ads, and ad recommendations from all over the world, put them through our testing model, and then rank them from 1 to 5-Star according to their emotional power – their effectiveness. 2-Star is the norm but FeelMore50 celebrates the cream of the crop – 4-Star and above.

    US Top 10 ????

    1
    Amazon
    5.9

    Everybody Needs Somebody

    This year's FeelMore50 Winner is Amazon's 2019 Christmas ad, "Everybody Needs Somebody" - starring the singing Amazon parcels, who have rapidly.....

    2
    Coca-Cola
    5.9

    Work Smarter

    We've seen Coke's Polar Bear in plenty of ads before. The Puffin is a newer creation - but together they make for an impressive partnership,.....

    3
    Russell Stover
    5.9

    Make Happy

    Chocolate gift brand Russell Stover celebrates giving with this ad showing people making each other happy - which in turn makes viewers happy......

    4
    Nestle
    5.9

    Sharing Love

    Want to give your shortform ad an emotional lift? As Nestle's Tollhouse Cookies themselves would remind you, the ingredients matter. The.....

    5
    Hershey's
    5.9

    Heartwarming

    The story of a 93-year old man giving away Hershey bars is the latest in a long line of high-scoring Hersheys ads. In a youth-obsessed marketing.....

    6
    Microsoft
    5.9

    In It To Win It

    The top-scoring Super Bowl 2019 commercial came from a tech brand in what's been a great year for emotional advertising from that sector......

    7
    Purina
    5.8

    Great Companion

    Former FeelMore winner Purina is back in the Top 10 again with another commercial spotlighting the relationship between a dog and its owner......

    8
    Werther's Original
    5.8

    Amazing Taste

    Werthers candy promises "a little piece of bliss" in this very traditional ad - lots of Moms and kids, lots of close-ups of swirling candy, and.....

    9
    Purina Chow
    5.8

    Even Heroes Need Heroes

    Purina tugs at the heartstrings with this ad about how the companionship of a dog can save the lives of traumatised veterans. It's a powerful ad.....

    10
    Coca-Cola Consolidated
    5.7

    The Legacy

    An ad for Coca-Cola Consolidated which spotlights their social responsibility work - "showing love to children in need", as they put it. Here.....

    See the full US list

    FeelMore50 US

    UK Top 10 ????

    1
    John Lewis & Waitrose
    5.8

    Excitable Edgar

    Agency: adam&eveDDB

    Topping the UK's list this year is John Lewis' and Waitrose' return to form with Excitable Edgar, the dragon who can't control his flame but.....

    2
    Cadbury
    5.6

    Fence

    Agency: VCCP

    An old man gets irritated when next door's kids launch their toys accidentally into his garden. Until one day a present arrives that he doesn't.....

    3
    Tetley
    5.6

    Now We’re Talking

    Agency: Spark44

    How do you replace an iconic Fluent Device like the Tetley Tea Men? Tetleys have got off to an excellent start with this 5-Star spot showcasing.....

    4
    Amazon
    5.4

    Everybody Needs Somebody

    The winning US ad comes in at No.4 in the UK - like the Coke trucks, it's example of a global Christmas ad which really translates across.....

    5
    Joules
    5.4

    Christmas At The Click Of A Button

    Online retailer Joules proves it can match the big brands with this 5-Star Christmas ad. Of course, it has some heavyweight help from Wallace.....

    6
    Lindt
    5.4

    A New Type of Milk Chocolate

    The Lindt Master Chocolatier - a smiling perfectionist who lives in an idealised Alpine fantasyland - gently talks viewers through the process.....

    7
    Coca-Cola
    5.2

    Holidays Are Coming 2019

    Coke's legendary Christmas trucks ad returns yet again and - just like last year - it gets a 5-Star score. The most obsessive Coke fans will.....

    8
    Deliveroo
    5.2

    For The Midwives

    Food delivery app Deliveroo are best known for quirky marketing schemes but turned down the wacky on this quiet and serious ad interviewing a.....

    9
    Magnum
    5.2

    Never Stop Playing

    A breezy, sunny summer ad from Magnum, with ice cream eaters indulging their playful side in some suitably deluxe settings. Feels more like a.....

    10
    Sky
    5.2

    E.T. Came Home For Christmas

    Sky scored a coup when they recruited E.T. for his first screen appearance since 1982. But with a big star came big risks - would the ad just be.....

    See the full UK list

    FeelMore50 UK

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    Exclusive analysis of each week’s most interesting new ad

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    See a sample issue of The1

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    Got a specific question? Get in touch

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