This year’s Droga5 lamb ad has scored the strongest yet in System1‘s Test Your Ad, just shy of five stars.
The ad’s 4.6 stars sits in the ‘strong’ range, which encompasses 5.9 per cent of ads in System1’s database of over 100,000 ads. This rating indicates long-term market share growth based on the ad’s creative effectiveness, calculated by measuring emotional response to the ad.
System1 uses Face Trace technology to measure emotional responses of viewers watching the ad. The moment in which happiness was highest was at 2:54, when the happiness auditor finally loosens up and gets amongst the Aussie atmosphere. The ad’s emotional intensity was rated at 2.03, in the ‘exceptional’ range.
Its spike rating was ‘exceptional’, which represents short-term sales potential, derived from strength of branding and intensity of emotional response. This spike rating encompasses 20.1 per cent of ads.
Its fluency rating, though, was low, at 70. This rating measures the strength of branding in the ad. Fluency is driven by the per centage of people recognising the brand by the end of ad. A score lower than 70 is considered low, and encompasses 23.9 per cent of ads.
Viewers did pick up on the expected associations, though, with ‘lamb’ and ‘Australian’ the top key associations.
The summer lamb ad has been running for two decades and is a highly anticipated cultural moment in the Aussie media landscape. This year, the ad took very seriously the fact that Australia has fallen out of the Top 10 Happiest Countries List, with Sam Kekovic making it his mission to right things.
“When those happiness auditors come next year, you show them we’re a top 10 happy country… or it’ll be the chop for you,” Kekovic, the leader of Australia’s Merriment and Bliss, said.
“The annual Australian Lamb ad is the best one yet. Total Aussie gold,” System1’s senior vice president – global partnerships, Andrew Tindall shared on LinkedIn.
“System1 has been testing them for half a decade to understand if each spot can do the job it needs to: make Aussies feel intensely great about eating lamb. This year’s is the strongest score yet from Droga5. The idea, cultural references, and execution all sit perfectly together.
“It’s brilliant work as always – celebrating what’s great about down under. Congrats to all involved,” he added.
The campaign was created by Droga5, part of Accenture Song, and directed by Dave Wood from Good Oil.
The national campaign runs across TV, cinema, BVOD/SVOD and social. UM is handling media planning and buying while one green bean is driving reach across earned media and owned social.
The lamb ads began with the Original Lamb Ad in 2007. The Meat and Livestock Australia (MLA)’s lamb ads have become a highly anticipated staple in the annual advertising calendar and are known for serving up something fun each time.
Last year’s lamb ad, ‘The Comment Section’ picked up multiple awards, including Gold for Film at the Cairns Crocodiles and Best CTV & Video Campaign at the B&T Awards.
System1 harnesses the power of emotion to drive growth for brands. Its Test Your Ad (TYA) solution predicts the short- and long-term commercial potential of ads and ideas, giving marketers confidence that their creative concepts will resonate with consumers and drive commercial growth. With a database of over 100,000 ads, System1 allows brands to compare their ads against competitors.
