Creative effectiveness platform System1 has unveiled the top 10 Aussie ads that it measured in 2025. The highest scores have been awarded to Meat & Livestock Australia, AAMI, Repco and Kia, featuring a number of Australia stars and humour.
The 2025 ranking is based on scores from System1’s Test Your Ad platform, which maps emotional responses to an advert to predict its commercial impact. B&T works with System1 to measure its Campaign of the Month Ads.
Ads that evoke strong positive feelings in audiences are more likely to drive long-term brand building and sales. Adverts are scored on a 1.0-Star to 5.9-Star scale and just 1 per cent of creatives earn the coveted 5-Stars or higher.
The average Star Rating for Australian TV adverts is 2.4, predicting modest long-term brand building potential. It’s a mark that ranks just under half of all global advertising tested.
A common thread running through the top ten ads is their focus on humour and cultural assets. The creatives combine witty dialogue, famous faces, and clever references to national culture to produce adverts that feel inherently Australian and instil audiences with a sense of belonging.
UFC star Alex Volkanovski, Iain ‘Huey; Hewitson, race car drivers Greg Murphy and Marcus Ambrose, and even Olympic breakdancer Rachael Gunn (or an actor portraying her) all make an appearance in the top ten list.
“If there’s one thing Aussies absolutely nail in advertising, it’s humour. It’s the single most effective ingredient for making ads memorable, attention-grabbing and genuinely engaging, and Australians use it unapologetically,” said Jon Evans, Chief Consumer Officer at System1 and host of the Uncensored CMO podcast.
“The top ten ads we tested in 2025 are packed with wit, exaggeration, cultural tropes and parody, full of character and unmistakably Aussie.
“Insurance, car parts and auto might be some of the most “neutral” categories on System1’s Test Your Ad Competitive Edge platform, but these campaigns are anything but dull; they’re quirky, human and cut through their categories with ease.”
Evans said he’s looking forward to the humorous hospitality of Australia’s creative industry at Cairns Crocodiles 2026, where he will headline.
Super Early Bird Tickets are for sale at the Cairns Crocodiles until 31 December.
Australia’s top ten ads of 2025
The ads are ranked by Star Rating (brand-building potential), with Spike Rating (short-term sales potential) the tiebreaker for ads with the same Star Rating.
9. Uber Eats | “Democracy Sausage Delivered” – 3.2 Stars
8. Myer | “Christmas at Myer 2025” – 3.2 Stars
7. Mitsubishi | “Long Way to the Shop” – 3.3 Stars
6. Australian Pork | “Put Some Pork on Your Fork” – 3.4 Stars
5. GWM | “We’ve Chucked More In the GWM Cannon” – 3.7 Stars
