‘Big Ad’ is Australia’s most popular ad Maria Nguyen
George Patterson Partners’ “Big Ad” for Carlton Draught has topped an Australian poll of the ten most popular ads.
The OzWatch national survey, conducted by Onion Communications, further cements Big Ad’s enviable transition from a viral marketing campaign to a mainstream success story.
The survey also revealed that the Carlton United brand scored almost as highly on brand recognition as the commercial itself did on popularity.
Optus’ Simple Life ad was the second most popular ad. Bundaberg Rum’s Bundy Bear in the bath was third, followed by Citroen’s ad featuring a car changing into a dancing robot. XXXX Gold XXXX rounded out the top five.
According to Onion Communication managing partner Richard Patterson, almost as important as the ads that stood out in the surveys are the top 10 absentees.
Big spending brands such as Qantas, Ford, Holden, Myer, Telstra, the big banks, Mars and Proctor & Gamble didn’t rate a mention.
Said Patterson: “I can predict the phone calls from both agencies and clients not on this list who will be quick to quote both sales and figures and pre-testing studies defending their ads. I have one thing to say to them.
“If they had managed to communicate their existing strategies with more creative and popular execution, then it stands to reason that their advertising would be more powerful and their sales figures more impressive.”
The top 10 most popular ads are:
1. Big Ad Carlton Draught
2. Simple Life Optus
3. Bundy Bear in the bath Bundaberg Rum
4. Car changing into a dancing Citroen robot/changing shape
5. XXXX gold XXXX
6. Men fishing competition with dog XXXX
7. Kids crawl out of adult bodies McDonald’s
8. Kid has roller door remote control for AAMI garage and puts it up and down on car
9. Footballers greatest moments re-enacted Toyota
10. Dog chases seagull and ends up on top of AAMI car, which drives into lake and sinks
The survey was conducted in October with 600 male and 600 male participants.
