As scientific breakthroughs go, in living memory there will be as few as meaningful to as many people as the vaccine against Covid-19.

Therefore with the pandemic throwing uncertainties at advertisers throughout 2021 it comes as no surprise that the NHS ‘Get Vaccinated’ ad featuring familiar faces Elton John and Michael Caine, won the Nation’s Favourite Ad 2021, as determined by System1’s Test Your Ad platform. 

While references to the pandemic and subsequent lockdowns became an advertising red flag for many brands, the humorous nature of the NHS campaign, in combination with the promise of a vaccinated future made it a winner with watchers.

The list of the 50 most emotionally engaging ads, compiled annually by System1 in partnership with ITV was announced at the Soho Curzon on Wednesday 16th March at an event titled ‘The Nation’s Favourite Ads’. To determine the ranking ads were rated from 1 to 5.9 Stars based on people’s emotional response to each ad, predicting its potential to contribute to long-term growth for the brands.

The full ranking is as follows:

1. NHS - Get Vaccinated - Elton John & Michael Caine 5.6 Star score
2. Aldi - The Most Wonderful Day of the Year 5.6 Star score
3. Sky Television - Sing 2, Believe in Better, Christmas. 5.6 Star score
4. Armitage Pet Care - Good Boy Dog Treats 5.5 Star score
5. Aldi- A Christmas Carrot 5.4 Star score
6. Nintendo- Nintendo Switch 5.3 Star score
7. Orkney.com - Plan your escape 5.3 Star score
8. Walkers - When life gives you potatoes, make crisps. 5.3 Star score
9. Wall’s - Magnum Double 5.3 Star score
10. IOC - What Agnus Saw 5.2 Star score

Themes of joy and humour run throughout all the ads in the year’s Top 10 which is indicative of the mood of the nation and the hopefulness to move away from the pandemic. Where Covid wasn’t referenced directly, many brands opted to focus instead on getting out and about again, exploring and having adventures in local areas.

Purpose was also high on the agenda in 2021 with many of the ads featured in the list had purpose at the heart of the cause. Purposeful ads that scored highest showed an organic tie between brand and cause.

Despite the digital shift society undertook in 2021, the brands whose ads Britain loved the most were overwhelmingly traditional with no tech giants in sight, and no disruptive innovators. Instead larger, familiar brands made a larger impact such as Walkers, Walls and Aldi. Aldi took two of the spaces of the Top 10 with their recurring lovable carrot, Kevin.