What makes a good advertisement today?

This article is available for reading in Trade magazin 2025/12-2026.01

Gábor Tolnai 
division head
Kantar Hoffmann

The evaluation was based on Kantar’s LINK+ methodology, which is the world’s most widely used advertising test approach: it is backed by a normative database built up over several decades, covering 100 countries and now containing more than 260,000 creatives. Gábor Tolnai emphasised that LINK+ isn’t a “popularity contest”. Although its entertainment value is undeniable, two other key indicators determine whether an advertisement is truly effective. One is short-term sales potential, i.e., how likely the ad is to directly increase sales, and the other is Demand Power, the contribution to future brand equity.

Authentic moments

The researcher revealed that he is passionate about communication that is based on consumer understanding, authentic and familiar experiences. Nurofen’s “See My Pain” campaign is a textbook example of this: it plays on the experience of gender inequality, the authentic portrayal of everyday situations and a fresh, effective reinterpretation of the old, often overused testimonial toolkit. The stories featured in the campaign are based on real experiences. Gábor Tolnai admitted that he was surprised by how strongly advertising that openly used surreal, almost shocking elements, boosted performance. The winner in the TV category was Deliveroo’s “Octoman” commercial, which attracts viewer attention with shocking visuals.

A trailblazing influencer who stands out from the crowd
with humor:
CeraVe
‘CeraVe Grandma’ BPCM
Digital/Social, USA
DIGITAL WINNER

Tuned into the trends

This approach is obvious, yet extremely difficult: by the time the commercial is ready, the trend has often already passed. Dove’s “Let Your Body Body” campaign continues with the same long-term, consistent emotional world that has defined the brand’s communication in recent years – this time specifically tuned to musical and visual references familiar to the millennial audience. Talking about brand heritage is harder than ever: for Generations Z and Alpha “now” and “tomorrow” are what matter. Gábor Tolnai also briefly talked about the logic of measurement. In addition to showing advertisements and using a questionnaire module, Kantar’s facial coding works with easily readable facial expression patterns: basic emotions appear uniformly and easily codable on the face, providing an accurate picture of when an advertisement is liked, entertaining or boring.

Relevant and genuinely long-term – a nostalgic brand presence
Volkswagen
‘YourWagen 60s TV’ adam&eveDDB
TV, UK/France
WINNER

Four guiding principles

Summarising the experiences of 2025, the expert highlighted four distinct but mutually reinforcing directions. 1. Real moments: situations and emotions that viewers recognise from their own lives – build deep connections and make the brand personal and relevant. 2. Bizarre audacity: embracing surreal, unusual, sometimes fantastical elements – creates a strong attention-grabbing effect and makes the message memorable. 3. Tuning into the trends: whether through collaboration or borrowed attention – can build a real bridge between the brand and the cultural moment. 4. Rethinking roots: an innovative interpretation of heritage – can appeal to both old and new audiences if it shows present-day value rather than dwelling on the past.