“Aardman are masters of showmanship – compelling characters, strong narratives, a focus on human motivation and the living. In this report, we describe how the studio gets those enviable results, sharing insights and case studies on what it is that makes Aardman’s work so special. And what you can learn from The Aardman Effect.”
Stories with character.
Characters with heart.
Advertising with a smile.
The Aardman Effect: Putting on a Show is a first-of-its-kind book from System1 and Aardman that is a love letter to the power of craft in advertising, and the strongest evidence yet that creativity is the industry’s greatest superpower. From Wallace & Gromit to the Serta Sheep to Lurpak’s Douglas, the independent, multi-award-winning studio has regularly developed work featuring its IP and original brand characters for advertisers.
We analyzed 96 of Aardman’s commercial campaigns for brands from the past 40 years. The result? Ads that consistently rank in the top 1% for creative effectiveness, especially those featuring Aardman’s iconic characters, which average our highest possible long-term effectiveness score: 5-Stars.
Authored by System1’s Andrew Tindall and Beth Marchant, this book celebrates the magic of advertising with character, story, humor, and craft – and shows how putting on a show, as Aardman so often does, delivers lasting business impact.
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