Star Chart

Behind The Top Ad
star
Click to see our star chart for how the top ad ranked in our Global FeelMore50™ ads

Building profitable brands through emotional advertising

How do brands grow?

Through Fame – coming easily to mind. Feeling – creating positive reaction. And Fluency – being recognisable.

Great emotional communication is the key that unlocks these 3Fs. That’s why we celebrate it every year with the countdown of the Top 50 emotional ads, worldwide.

For the 2015 list we tested more ads than ever, using our highly predictive ad testing approach which creates an Emotion-into-Action™ score - that number you see next to each ad - and a star rating. The higher the star rating, the more likely an ad is to create major, long-term business effects. For the FeelMore50™ we took a shortlist of over 500 acclaimed and award winning ads from all over the world, tested them and ranked them according to their E-i-A™ score. The norm for TV ads is down around 2 stars – every ad we’re celebrating here did far better. Our global list is 4-star and above.

Glance through the global top 50 on this page, view the top regional ads from the Markets tabs or even search for individual ads from specific countries, brands, agencies, events and categories. These are the ads which did the most to build Fame, Fluency and especially Feeling for brands in 2015. Enjoy!

Why these ads?

Tens of thousands of new ads are made every year around the world – how did we decide which to test? There are three ways to get an ad into the FeelMore50.

FAME: We test famous, award-winning ads. If an ad was recognised in Adweek Ad Of The Day, or was part of the AdForum Top 5 list, it was in. And if an ad won any level of award at any of the major ad industry awards during 2015 – Cannes, the Effies, the Spikes, Ogilvys or the Epicas – it was also in. This means some of our ads first aired prior to 2015.

FLUENCY: We test highly watched, recognisable ads. If an ad achieved viral success in 2015 – hitting half a million shares according to our sources for tracking virality – it was in. And if an ad aired as part of a big TV event – like America’s Super Bowl, or Xmas ad season in the UK – we tested it.

FEELING: For the first time this year, we included ads based on our own recommendations. We employ the best researchers and ad analysts in the research industry – if an ad made them feel something, we figured it would make other people feel something too.

In 2015, success foradvertising is measured in many ways. With these criteria we captured the mainones – award winners would fight it out with viral smashes and popular hits tocreate a terrifically diverse list.

Every commercial here earned its place by making its audience feel something. But not all the ads on the list gained 5 stars. As you go down the list you’ll see elements creeping in that often hold ads back emotionally – a reliance on voice over, or simple product demonstrations, for instance. There is always room to make people feel more – and when they feel more, they buy more.

01
Purina Puppyhood
play icon
star icon
Emotion into Action Score90.39
CategoryPets
BrandNestlé
AgencyBuzzfeed & Night Agency
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score90.39
CategoryPets
BrandNestlé
AgencyBuzzfeed & Night Agency
RegionNorth America
CountryUnited States
02
Milka Most Tender Selfies
play icon
star icon
Emotion into Action Score87.89
CategoryFood
BrandMondelez International
AgencyDel Campo Saatchi & Saatchi
RegionLatAm
CountryArgentina

star icon
Emotion into Action Score87.89
CategoryFood
BrandMondelez International
AgencyDel Campo Saatchi & Saatchi
RegionLatAm
CountryArgentina
03
DTAC How Your Parents Fell in Love
play icon
star icon
Emotion into Action Score87.59
CategoryTelecoms
BrandDTAC
AgencyY&R Thailand
RegionAPAC
CountryThailand

star icon
Emotion into Action Score87.59
CategoryTelecoms
BrandDTAC
AgencyY&R Thailand
RegionAPAC
CountryThailand
04
Extra Gum: The Story of Sarah & Juan
play icon
star icon
Emotion into Action Score87.22
CategoryFood
BrandMars
AgencyEnergy BBDO
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score87.22
CategoryFood
BrandMars
AgencyEnergy BBDO
RegionNorth America
CountryUnited States
05
Johnson's Es Mucho Mas
play icon
star icon
Emotion into Action Score87.15
CategoryPersonal Care
BrandJohnson & Johnson
AgencyProximity
RegionLatAm
CountryColombia

star icon
Emotion into Action Score87.15
CategoryPersonal Care
BrandJohnson & Johnson
AgencyProximity
RegionLatAm
CountryColombia
06
Vistaprint Father & Son: The Postcard
play icon
star icon
Emotion into Action Score86.93
CategoryService
BrandVistaprint
AgencyIn-House
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score86.93
CategoryService
BrandVistaprint
AgencyIn-House
RegionNorth America
CountryUnited States
07
Pedigree First Days Out
play icon
star icon
Emotion into Action Score86.36
CategoryPets
BrandMars, Inc.
AgencyAlmapBBDO
RegionLatAm
CountryBrazil

star icon
Emotion into Action Score86.36
CategoryPets
BrandMars, Inc.
AgencyAlmapBBDO
RegionLatAm
CountryBrazil
08
Molson Canadian Beer Fridge
play icon
star icon
Emotion into Action Score85.80
CategoryBeverage
BrandMolson Coors
AgencyRethink
RegionNorth America
CountryCanada

star icon
Emotion into Action Score85.80
CategoryBeverage
BrandMolson Coors
AgencyRethink
RegionNorth America
CountryCanada
09
Swiss Post Rolling Parcels
play icon
star icon
Emotion into Action Score85.67
CategoryService
BrandSwiss Post
AgencyJung von Matt/Limmat
RegionContinental Europe
CountrySwitzerland

star icon
Emotion into Action Score85.67
CategoryService
BrandSwiss Post
AgencyJung von Matt/Limmat
RegionContinental Europe
CountrySwitzerland
10
Mizuno Invisible Runners
play icon
star icon
Emotion into Action Score85.52
CategoryApparel
BrandMizuno
AgencyF/nazca Saatchi & Saatchi
RegionLatAm
CountryBrazil

star icon
Emotion into Action Score85.52
CategoryApparel
BrandMizuno
AgencyF/nazca Saatchi & Saatchi
RegionLatAm
CountryBrazil
11
Samsung Hearing Hands
play icon
star icon
Emotion into Action Score85.47
CategoryTechnology
BrandSamsung
AgencyLeo Burnett Istanbul
RegionContinental Europe
CountryTurkey

star icon
Emotion into Action Score85.47
CategoryTechnology
BrandSamsung
AgencyLeo Burnett Istanbul
RegionContinental Europe
CountryTurkey
12
Huggies Meeting Murilo
play icon
star icon
Emotion into Action Score85.16
CategoryPersonal Care
BrandKimberly-Clark
AgencyAgencia Mood
RegionLatAm
CountryBrazil

star icon
Emotion into Action Score85.16
CategoryPersonal Care
BrandKimberly-Clark
AgencyAgencia Mood
RegionLatAm
CountryBrazil
13
Olive Garden Family: Home
play icon
star icon
Emotion into Action Score85.15
CategoryRestaurant
BrandOlive Garden
AgencyGrey New York
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score85.15
CategoryRestaurant
BrandOlive Garden
AgencyGrey New York
RegionNorth America
CountryUnited States
14
Coca-Cola Braille
play icon
star icon
Emotion into Action Score84.87
CategoryBeverage
BrandThe Coca-Cola Company
AgencyAnonimo
RegionLatAm
CountryMexico

star icon
Emotion into Action Score84.87
CategoryBeverage
BrandThe Coca-Cola Company
AgencyAnonimo
RegionLatAm
CountryMexico
15
Zagori Hang Gliding
play icon
star icon
Emotion into Action Score84.78
CategoryBeverage
BrandChitos
AgencySpot JWT Athens
RegionContinental Europe
CountryGreece

star icon
Emotion into Action Score84.78
CategoryBeverage
BrandChitos
AgencySpot JWT Athens
RegionContinental Europe
CountryGreece
16
Hershey Kisses Falling From the Sky
play icon
star icon
Emotion into Action Score84.68
CategoryFood
BrandHershey's
AgencySoulPancake
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score84.68
CategoryFood
BrandHershey's
AgencySoulPancake
RegionNorth America
CountryUnited States
17
Android Friends Furever
play icon
star icon
Emotion into Action Score84.54
CategoryTechnology
BrandAndroid
AgencyDroga5
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score84.54
CategoryTechnology
BrandAndroid
AgencyDroga5
RegionNorth America
CountryUnited States
18
Mercedes-Benz The Uncrashable Toy Cars
play icon
star icon
Emotion into Action Score84.31
CategoryAutomotive
BrandDaimler AG
AgencyJung von Matt
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score84.31
CategoryAutomotive
BrandDaimler AG
AgencyJung von Matt
RegionNorth America
CountryUnited States
19
Nespresso Training Day
play icon
star icon
Emotion into Action Score84.21
CategoryBeverage
BrandNestle
AgencyMcCann New York
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score84.21
CategoryBeverage
BrandNestle
AgencyMcCann New York
RegionNorth America
CountryUnited States
20
Perrier Hot Air Balloons
play icon
star icon
Emotion into Action Score84.20
CategoryBeverage
BrandPerrier
AgencyOgilvy Paris
RegionContinental Europe
CountryFrance

star icon
Emotion into Action Score84.20
CategoryBeverage
BrandPerrier
AgencyOgilvy Paris
RegionContinental Europe
CountryFrance
21
BMW Reverse April Fools
play icon
star icon
Emotion into Action Score84.11
CategoryAutomotive
BrandBMW
AgencyDDB Auckland
RegionAPAC
CountryNew Zealand

star icon
Emotion into Action Score84.11
CategoryAutomotive
BrandBMW
AgencyDDB Auckland
RegionAPAC
CountryNew Zealand
22
Coca-Cola Grandma
play icon
star icon
Emotion into Action Score84.04
CategoryBeverage
BrandThe Coca-Cola Company
AgencyThe Cyranos McCann
RegionContinental Europe
CountrySpain

star icon
Emotion into Action Score84.04
CategoryBeverage
BrandThe Coca-Cola Company
AgencyThe Cyranos McCann
RegionContinental Europe
CountrySpain
23
McDonald's Pay with Lovin'
play icon
star icon
Emotion into Action Score83.92
CategoryRestaurant
BrandMcDonald's
AgencyLeo Burnett Chicago
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score83.92
CategoryRestaurant
BrandMcDonald's
AgencyLeo Burnett Chicago
RegionNorth America
CountryUnited States
24
McDonald's Library
play icon
star icon
Emotion into Action Score83.79
CategoryRestaurant
BrandMcDonald's
AgencyAlma
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score83.79
CategoryRestaurant
BrandMcDonald's
AgencyAlma
RegionNorth America
CountryUnited States
25
Gatorade Sledge Hockey
play icon
star icon
Emotion into Action Score83.50
CategoryBeverage
BrandPepsiCo
AgencyTBWA\Toronto
RegionNorth America
CountryCanada

star icon
Emotion into Action Score83.50
CategoryBeverage
BrandPepsiCo
AgencyTBWA\Toronto
RegionNorth America
CountryCanada
26
Spotify First Song
play icon
star icon
Emotion into Action Score83.13
CategoryEntertainment
BrandSpotify
AgencyNight Agency
RegionAPAC
CountryPhilippines

star icon
Emotion into Action Score83.13
CategoryEntertainment
BrandSpotify
AgencyNight Agency
RegionAPAC
CountryPhilippines
27
Valspar Color For The Colorblind
play icon
star icon
Emotion into Action Score83.10
CategoryHousehold
BrandValspar Corporation
AgencyFCB Chicago
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score83.10
CategoryHousehold
BrandValspar Corporation
AgencyFCB Chicago
RegionNorth America
CountryUnited States
28
Cornetto Yalin - Benimki
play icon
star icon
Emotion into Action Score83.09
CategoryFood
BrandUnilever
AgencyLOLA Madrid
RegionContinental Europe
CountryTurkey

star icon
Emotion into Action Score83.09
CategoryFood
BrandUnilever
AgencyLOLA Madrid
RegionContinental Europe
CountryTurkey
29
Heineken Light | Neil Patrick Harris | Fans
play icon
star icon
Emotion into Action Score83.02
CategoryBeverage
BrandHeineken
AgencyWieden+Kennedy New York
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score83.02
CategoryBeverage
BrandHeineken
AgencyWieden+Kennedy New York
RegionNorth America
CountryUnited States
30
Samsung The Way You Are
play icon
star icon
Emotion into Action Score82.80
CategoryTechnology
BrandSamsung
AgencyLeo Burnett France
RegionContinental Europe
CountryFrance

star icon
Emotion into Action Score82.80
CategoryTechnology
BrandSamsung
AgencyLeo Burnett France
RegionContinental Europe
CountryFrance
31
Dodge Wisdom
play icon
star icon
Emotion into Action Score82.42
CategoryAutomotive
BrandFiat Chrysler Automobiles
AgencyThe Richards Group
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score82.42
CategoryAutomotive
BrandFiat Chrysler Automobiles
AgencyThe Richards Group
RegionNorth America
CountryUnited States
32
Thai Life Insurance Garbage Man
play icon
star icon
Emotion into Action Score82.37
CategoryFinancial Services
BrandThai Life Insurance
AgencyOgilvy & Mather Thailand
RegionAPAC
CountryThailand

star icon
Emotion into Action Score82.37
CategoryFinancial Services
BrandThai Life Insurance
AgencyOgilvy & Mather Thailand
RegionAPAC
CountryThailand
33
Mountain Dew Come Alive
play icon
star icon
Emotion into Action Score82.30
CategoryBeverage
BrandPepsiCo
AgencyBBDO New York
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score82.30
CategoryBeverage
BrandPepsiCo
AgencyBBDO New York
RegionNorth America
CountryUnited States
34
Macy's The Wish Writer
play icon
star icon
Emotion into Action Score82.23
CategoryRetail
BrandMacy's
AgencyJWT New York
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score82.23
CategoryRetail
BrandMacy's
AgencyJWT New York
RegionNorth America
CountryUnited States
35
Barbie Imagine the Possibilities
play icon
star icon
Emotion into Action Score82.14
CategoryEntertainment
BrandMattel
AgencyBBDO San Francisco
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score82.14
CategoryEntertainment
BrandMattel
AgencyBBDO San Francisco
RegionNorth America
CountryUnited States
36
IKEA La Vida Es Lo Que Pasa
play icon
star icon
Emotion into Action Score82.09
CategoryRetail
BrandIKEA
AgencyMcCann
RegionContinental Europe
CountrySpain

star icon
Emotion into Action Score82.09
CategoryRetail
BrandIKEA
AgencyMcCann
RegionContinental Europe
CountrySpain
37
HomeAway A Whole Vacation
play icon
star icon
Emotion into Action Score82.03
CategoryTravel
BrandHomeAway
AgencySaatchi & Saatchi London
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score82.03
CategoryTravel
BrandHomeAway
AgencySaatchi & Saatchi London
RegionNorth America
CountryUnited States
38
Budweiser Lost Dog
play icon
star icon
Emotion into Action Score81.94
CategoryBeverage
BrandAnheuser-Busch InBev
AgencyAnomaly
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score81.94
CategoryBeverage
BrandAnheuser-Busch InBev
AgencyAnomaly
RegionNorth America
CountryUnited States
39
Vodafone Baby
play icon
star icon
Emotion into Action Score81.93
CategoryTelecoms
BrandVodafone
AgencyOgilvy & Mather India
RegionAPAC
CountryIndia

star icon
Emotion into Action Score81.93
CategoryTelecoms
BrandVodafone
AgencyOgilvy & Mather India
RegionAPAC
CountryIndia
40
Nivea Doll
play icon
star icon
Emotion into Action Score81.92
CategoryPersonal Care
BrandBeiersdorf
AgencyFCB Brasil
RegionLatAm
CountryBrazil

star icon
Emotion into Action Score81.92
CategoryPersonal Care
BrandBeiersdorf
AgencyFCB Brasil
RegionLatAm
CountryBrazil
41
Whiskas Ep 1 Welcome to Kitten Kollege
play icon
star icon
Emotion into Action Score81.90
CategoryPets
BrandMars, Inc.
AgencyAMV BBDO
RegionUK
CountryUnited Kingdom

star icon
Emotion into Action Score81.90
CategoryPets
BrandMars, Inc.
AgencyAMV BBDO
RegionUK
CountryUnited Kingdom
42
Loterias Y Apuestas Del Estado There's No Bigger Prize Than Sharing
play icon
star icon
Emotion into Action Score81.83
BrandLoterias Y Apuestas Del Estado
AgencyLeo Burnett Madrid
RegionContinental Europe
CountrySpain

star icon
Emotion into Action Score81.83
BrandLoterias Y Apuestas Del Estado
AgencyLeo Burnett Madrid
RegionContinental Europe
CountrySpain
43
Johnson's Baby So Much More
play icon
star icon
Emotion into Action Score81.59
CategoryPersonal Care
BrandJohnson's
AgencyBBDO New York
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score81.59
CategoryPersonal Care
BrandJohnson's
AgencyBBDO New York
RegionNorth America
CountryUnited States
44
McDonald's Emoticon City
play icon
star icon
Emotion into Action Score81.44
CategoryRestaurant
BrandMcDonald's
AgencyBETC Paris
RegionContinental Europe
CountryFrance

star icon
Emotion into Action Score81.44
CategoryRestaurant
BrandMcDonald's
AgencyBETC Paris
RegionContinental Europe
CountryFrance
45
Telekino - Oficina - Chupa un Huevo
play icon
star icon
Emotion into Action Score81.37
CategoryEntertainment
BrandTelekino
AgencyLAVIETAN
RegionLatAm
CountryArgentina

star icon
Emotion into Action Score81.37
CategoryEntertainment
BrandTelekino
AgencyLAVIETAN
RegionLatAm
CountryArgentina
46
Doritos Middle Seat
play icon
star icon
Emotion into Action Score81.29
CategoryFood
BrandPepsiCo
AgencyGoodby Silverstein & Partners (Consumer Generated: Scott Zabielski)
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score81.29
CategoryFood
BrandPepsiCo
AgencyGoodby Silverstein & Partners (Consumer Generated: Scott Zabielski)
RegionNorth America
CountryUnited States
47
Amazon Wenn Es Mal Wieder Richtig Schnell Gehen Muss
play icon
star icon
Emotion into Action Score81.18
CategoryRetail
BrandAmazon
AgencyJoint London
RegionContinental Europe
CountryGermany

star icon
Emotion into Action Score81.18
CategoryRetail
BrandAmazon
AgencyJoint London
RegionContinental Europe
CountryGermany
48
Doritos When Pigs Fly
play icon
star icon
Emotion into Action Score81.16
CategoryFood
BrandPepsiCo
AgencyGoodby Silverstein & Partners (Consumer Generated: Graham and Nelson Talbot)
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score81.16
CategoryFood
BrandPepsiCo
AgencyGoodby Silverstein & Partners (Consumer Generated: Graham and Nelson Talbot)
RegionNorth America
CountryUnited States
49
Cadbury Bank Robbery
play icon
star icon
Emotion into Action Score81.14
CategoryFood
BrandMondelez International
AgencyOgilvy & Mather
RegionAPAC
CountryIndia

star icon
Emotion into Action Score81.14
CategoryFood
BrandMondelez International
AgencyOgilvy & Mather
RegionAPAC
CountryIndia
50
Pedigree ® | The Walk
play icon
star icon
Emotion into Action Score81.13
CategoryFood
BrandMars, Inc.
AgencyBBDO New York
RegionNorth America
CountryUnited States

star icon
Emotion into Action Score81.13
CategoryFood
BrandMars, Inc.
AgencyBBDO New York
RegionNorth America
CountryUnited States

NOTE: We believe great emotional ads stay powerful for a long time and brands should keep them available. But, inevitably, ads are taken down and you may find some of these YouTube videos no longer work. We check for missing videos regularly and find replacements where possible – our apologies if the ad you wanted to check out is missing.

Star Chart

Behind The Top Ad
star
Click to see our star chart for how the top ad ranked in our Global FeelMore50™ ads

Building profitable brands through emotional advertising

How do brands grow?

Through Fame – coming easily to mind. Feeling – creating positive reaction. And Fluency – being recognisable.

Great emotional communication is the key that unlocks these 3Fs. That’s why we celebrate it every year with the countdown of the Top 50 emotional ads, worldwide.

For the 2015 list we tested more ads than ever, using our highly predictive ad testing approach which creates an Emotion-into-Action™ score - that number you see next to each ad - and a star rating. The higher the star rating, the more likely an ad is to create major, long-term business effects. For the FeelMore50™ we took a shortlist of over 500 acclaimed and award winning ads from all over the world, tested them and ranked them according to their E-i-A™ score. The norm for TV ads is down around 2 stars – every ad we’re celebrating here did far better. Our global list is 4-star and above.

Glance through the global top 50 on this page, view the top regional ads from the Markets tabs or even search for individual ads from specific countries, brands, agencies, events and categories. These are the ads which did the most to build Fame, Fluency and especially Feeling for brands in 2015. Enjoy!

Why these ads?

Tens of thousands of new ads are made every year around the world – how did we decide which to test? There are three ways to get an ad into the FeelMore50.

FAME: We test famous, award-winning ads. If an ad was recognised in Adweek Ad Of The Day, or was part of the AdForum Top 5 list, it was in. And if an ad won any level of award at any of the major ad industry awards during 2015 – Cannes, the Effies, the Spikes, Ogilvys or the Epicas – it was also in. This means some of our ads first aired prior to 2015.

FLUENCY: We test highly watched, recognisable ads. If an ad achieved viral success in 2015 – hitting half a million shares according to our sources for tracking virality – it was in. And if an ad aired as part of a big TV event – like America’s Super Bowl, or Xmas ad season in the UK – we tested it.

FEELING: For the first time this year, we included ads based on our own recommendations. We employ the best researchers and ad analysts in the research industry – if an ad made them feel something, we figured it would make other people feel something too.

In 2015, success foradvertising is measured in many ways. With these criteria we captured the mainones – award winners would fight it out with viral smashes and popular hits tocreate a terrifically diverse list.

Every commercial here earned its place by making its audience feel something. But not all the ads on the list gained 5 stars. As you go down the list you’ll see elements creeping in that often hold ads back emotionally – a reliance on voice over, or simple product demonstrations, for instance. There is always room to make people feel more – and when they feel more, they buy more.

House Ad
Behind The Top Adx
Behind The Top Ad