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There’s something undeniably magical about the advertising extravaganza we’re treated to each festive season; it’s the one time of year the wider public is genuinely excited about (and eagerly anticipates!) new campaign releases. In a world where people are largely apathetic and indifferent toward brands and advertising, it truly is a season like no other.
But with lots of shouting from ad testing vendors at this time of year, one of the most frequently asked questions we get is this: Is it really possible to predict the short- and long-term impact of an ad through emotion alone? To answer this question all we must simply do is turn to the empirical evidence and in particular Professor Byron Sharp’s seminal publication: How Brands Grow. In it the role advertising plays is made crystal clear: Building Mental Availability.
To achieve this goal it’s of course fundamental that advertising elicits an emotional response—given it enhances depth of mental processing and strengthens memory encoding. But creating an ad that’s memorable is ultimately only one half of the jigsaw puzzle—its impact is greatly diminished if the brand behind it goes straight over people’s heads or, worse still, is misdirected to a competitor.
That’s why Cubery’s Branded Memorability score provides the industry’s most robust prediction of an ad’s short- and long-term impact, placing an equal emphasis on two mandatory ingredients:
1. Emotional Response 💜 (Captivate)
2. Brand Linkage 🔗 (Connect)
🎄 See the Christmas 2025 rankings for Australia and the UK below. Reach out if you’d like to discuss the results in further detail—or if you have a campaign of your own that you’re interested in testing.
Curious about the 9 essential ingredients for creating advertising that drives profitable growth? Explore our Creative Effectiveness Playbook.
May your holiday campaigns be merry, bright, and effective! 🎅
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