System1 recommends creative, life-enriching ads during a time of crisis

Geoffrey Precourt

Research firm System1 has taken a deep dive into advertising effectiveness during the COVID-19 pandemic in order to understand which types of commercials are effective.

As the COVID-19 pandemic moves into the summer season, marketers looking to connect with their target audiences need to consider ways to demonstrate how they “are enabling life to continue – and enriching life.”

That was the advice given to brands by Orlando Wood, chief innovation officer at global research firm System1, during an online session at Lions Live 2020, a virtual event held by Cannes Lions – which, like WARC, is owned by Ascential.

More specifically, Wood outlined new research indicating that ads which demonstrate how a brand can enable a consumer to live their fullest life are “connecting...

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