Halloween marketing season is in full swing and ad effectiveness tester System1 has identified the top three seasonal ads so far based on their long-term brand-building creative characteristics.  

Reese’s Skeleton Dance (5.4 stars) – A re-aired favorite from 2023, this playful ad increased its rating by a full star this year.  According to System1, the spooky characters “helped Reese's break away from typical product-focused ads, proving the power of consistency and distinctive brand assets.” 

Instacart’s Enjoy The Holiday (4.9 stars) – This emotionally fueled ad shows a family prepping for trick-or-treating to the nostalgic tune “Oogum Boogum,” creating what System1 calls a “heartwarming and relatable story that connected with audiences.” 

Hershey’s Most Delicious Chocolate (4.6 stars) – Hershey’s Kit Kat leaned into emotional storytelling and its iconic color palette to enhance recall and maintain its standout position in the crowded Halloween candy market. 

System1’s Test Your Ad platform predicts commercial effectiveness by measuring people’s emotional response to ads and the intensity of their response. Ads get a 1-5 Star Rating based on their potential to drive profit gain and market share growth, with higher Star Ratings predicting increased potential.