System1, a creative effectiveness platform, and Aardman, the award-winning animation studio behind classics like Wallace & Gromit and Chicken Run, have launched a new book for the advertising industry: Putting On a Show: Exploring The Aardman Effect. It outlines the two schools of advertising and the important role of showmanship advertising. “Aardman’s dedication to craft, characters, and storytelling is a masterclass in creative effectiveness,” said Andrew Tindall, SVP of global partnerships, System1. The need for showmanship advertising. The decline of showmanship features like humour and characters in advertising and the impact this cultural shift has on brands.