The most surprising ads reach fame five times as often as the dullest
share achieving fame
most surprising ads38%
dullest ads7%
StatBrand & Creativity
Splitting the System1 ad database into the dullest, most negative, happiest and most surprising ads, 38% of the most surprising ads achieve fame versus 7% of the dullest - roughly five times as many - and the surprising ads even beat the happiest ones (34%).
Source
The Startling Power of Surprise - eatbigfish x Uncensored CMO webinar (Cannes 2026 session) (2026)
Adam Morgan (eatbigfish), Jon Evans (Uncensored CMO)
00:12:18 chart; The Creative Dividend, System1 & Effie (2025)
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