B&T Awards 2025 – The Runners & Riders: Best TV Campaign, See You Tomorrow!

Happy B&T Awards Eve to all who celebrate.

The hour is nearly upon us and in our final instalment of the Runners & Riders series on, we’re taking a look at the finalists in the Best TV Campaign category.

It’s at this point we direct you to another website so you can buy tickets to the show at the Hordern Pavilion. But, reader, we’re full. There is no more room at the inn.

Last time, we looked at the finalists in the Best Regional Media Campaign finalists, presented by Boomtown. You should also take a moment to check out the full list of Agency of the Year finalists and Campaign of the Year finalists.

As part of each entry, we ask entrants to submit a 300-word condensed version of their entry. So here, in their own words and in alphabetical order only, are the finalists.

Australians have a deep passion for sports, and the Olympics is a major event that occurs every four years, uniting the nation to cheer for their athletes and teams. Children aspire to become the next Olympic heroes, bringing joy and sometimes a few minor mishaps happen.

However, there was a challenge. AAMI was not an official sponsor, while their main competitor was.

This meant that Australia’s other large insurer would be heavily advertising during the broadcast. To stand out and comply with the Olympic Committee non-sponsor guidelines, AAMI needed a clever ambush marketing strategy to create the perception of involvement.

The decision was strategic, allowing AAMI to benefit from the association with the Olympics without the high costs of official sponsorship. This not only demonstrated AAMI’s creativity and resourcefulness but also positioned the brand as a clever and innovative player in the market. Instead of focusing on elite athletes, the ad shifts its attention to a group much closer to home: Australian children, the future athletes.,.

This film ended up becoming Australia’s favourite ad for the duration of the Games, even though AAMI had no official place to play, beating out all the official sponsors including several competitors.
AAMI connected with Aussies by addressing quirky challenges, like kids mimicking Olympic heroes at home, reinforcing their slogan, “Lucky you’re with AAMI.“

They smashed every campaign and competitor benchmark that were established pre-campaign.

AAMI resonated with all Aussies, not just customers. Spontaneous Awareness and Consideration hit their Highest Single Month in 18 months, beating ‘official’ competitors despite significantly lower spend.

42% ad recognition and branding vs competitors at 18% and 18%
80% brand linkage vs competitors at 13% and 26%
32% enjoyability vs competitors who were official sponsors at 15% and 17%

BMF, ‘Go A Little Extra’, ALDI Australia

Aussies often claim they’ll keep Christmas small. Then the festive-spirit takes hold. In 2024, when going big felt impossible, ALDI showed Australia it was still possible to ‘Go A Little Extra’.

So ALDI went a little extra, pushing the boat out with a 450kg Gravy Boat Boat and 614 creative assets that embraced the festive art of getting carried away. From having another prawn (or 10), to bursting out of billboards and turning pavlovas into swans with the Festive Extra-nator recipe generator.

On National Gravy Day the Gravy Boat Boat made waves, becoming one of Australia’s ‘Big Things’. Sending the boat to Port Stephens, where it’ll live on as a larger-than-life reminder that with ALDI, a little extra’s always on-the-table.

BMF, ‘Don’t Let A Car Change Who You Are’, Department of Transport, Regional, Comms, Sport & Arts

Australia is facing a road fatality crisis, with deaths rising for the fourth consecutive year to the highest level in over five years. Risky driver behaviours such as speeding, mobile phone use, and running red lights, are happening at a worrying frequency.

Our campaign drew a provocative parallel between how we behave in our cars and the social norms we abide by in society. Placing risky driving behaviours in non-driving scenarios to highlight just how absurd they really are

The campaign “Don’t Let A Car Change Who You Are” addresses this by asking; if you wouldn’t tailgate, cut in line, or rush others elsewhere, why do it in a car? By exposing the absurdity of unsafe driving habits in everyday scenarios, the idea inspires reflection amongst drivers and encourages safer behaviours on the road’.

Clemenger BBDO, ‘Go Further’, 7-Eleven

Fuel is one of the most undifferentiated categories out there. Most brands rely on generic ads about journeys and freedom, while Australians often dismiss 7-Eleven fuel as cheap and low quality. But with an exclusive partnership with Mobil, we had a powerful truth: Mobil’s best-ever premium fuel, scientifically proven to clean engines, reduce corrosion, and take drivers further per tank.

So we asked: if the fuel really goes further, shouldn’t our story go further too?

The idea was to break out of category clichés and lean into pure entertainment. We hijacked the most overdone action trope of all time – the car chase – and stretched it so far that the characters themselves began questioning why they were still chasing. The endlessness became our metaphor, turning Mobil fuel’s performance into a story that was humorous, fresh, and unforgettable.

The campaign launched with a cinematic film on free-to-air and subscription TV, designed to feel like an action blockbuster, not an ad. On social, we created a “never-ending” edit that rolled frame after frame, reinforcing the message of endless performance while giving 7-Eleven limitless branding moments.

And the results? Active consideration for Mobil fuel at 7-Eleven hit 69.3% – ahead of BP, Shell, and Ampol. Quality perceptions jumped by 8.5 points. Even with competitor campaigns launching, 7-Eleven held strong awareness and preference, all on a fraction of their media spend. The work also picked up a Bronze at Cannes Lions.

This wasn’t just another fuel ad. It reframed perceptions of 7-Eleven fuel, proved the power of entertainment to drive business results, and showed that when you make people laugh, you also make them listen.

Howatson+Company, ‘Care You Can Count On’, Allianz

Allianz has been offering insurance to Australians for over 100 years, yet their brand preference was dropping. No one understood what they stood for and without the budgets of competitors like AAMI and Budget Direct, they couldn’t outspend their way to more quotes.

We needed a different approach to break from the category.

Moving away from the category conventions of humour and hyperbolised disasters, we sought to create emotional connection through the promise of “Care when it counts.” Brought to life through the story of a finch being rescued by an eagle in a storm, the campaign was directed by Michael Gracey (The Greatest Showman) and set to a nostalgic Avril Lavigne track that connected with Allianz’s core Millennial audience.

The campaign has captivated Australians, earning millions of views and responses on TikTok, and the business results are even more impactful. In just one month we were judged #1 most loved ad in Australia for 2025 (TRA), our NPS score increased by 11%, we rose to #2 in category for spontaneous brand awareness, and our brand like-ability increased by 5%.

Howatson+Company, ‘Puppies and Kittens’, Petbarn

Petbarn is Australia’s leading pet supply store, but the market was becoming increasingly cluttered with smaller online stores. To fortify Petbarn’s position, they needed to build a relationship with customers early, at the beginning of their pet parenthood journey. So, they created the Puppy & Kitten Club, a loyalty program that offered everything new pet parents need to look after their puppies and kittens – from tips to advice to discounts.

Our brief was to create a film that would launch this and make Petbarn synonymous with puppy and kitten care. And do so in a memorable way that stood out from our price-focused competition on high attention channels.

While puppies and kittens are the dopamine-inducing apex of the category, they’re also something every competitor has. To be distinctive, we had to go all in, with the most adorable, furbaby-obsessed ad there ever was – using music to make it unforgettable.

So, we created a heart-warming musical homage to new pet parent love, set to a unique cover of “Love is all Around,” made famous by ‘Wet Wet Wet’ and “Love Actually”. A tune instantly recognisable in almost every Australian household. It stars ridiculously adorable puppies. And kittens. And puppies. And kittens. Even the lyrics feature only the words ‘puppies and kittens’. Three repeated words that channel the goofy, playful, intense love that every puppy or kitten parent feels. Backed by joyful, stripped-back instrumentals and simple sets. So that when anyone thinks puppies and kittens, they think Petbarn.

The campaign delivered outstanding results: a +18% lift in product awareness, more than 60 million impressions in two months, a top 1% System1 effectiveness ranking, and a 125% rise in click-through rates. Most importantly, it cemented Petbarn as the emotional home of Australia’s new pet parents.

Howatson+Company, ‘Know What We Know’, Domain

In 2023 we successfully re-positioned Domain to be a partner in the property journey. There to help navigate the complexities and anxiety through tools and shared knowledge. Building on the momentum, we returned with the same strategic and creative insight.

For decades, REA have owned the very rational proof point of #1 in real-estate, backed with a media spend of 2:1 compared to Domain.

In a parity market, trying to win with messaging based on rational features wouldn’t give Domain the continued brand lift. So rather than challenging the competition, we challenged the market.

Significant quantitative, qualitative research uncovered a continued opportunity for us to own. Our competitor REA is based on a proposition of more. But that in itself can be unhelpful. Property is an anxiety inducing emotional rollercoaster people feel overwhelmed and overlooked and “more” isn’t the answer.

Domain’s approach was to humanise the conversation and shift from being seen as a source of information to a source of guidance.

To get the brand noticed, we used the marketing science of distinctiveness over difference. Not competing on rational proof-points, but standing for something people connect with. The brand platform ‘Know what we know’ reflects Domain’s commitment to power customers with generosity of insight and confidence.

The advertising comedically portrayed the anxiety, confusion and desperation you feel when trying to find the right property. And then positioned Domain as a source of the knowledge. A deliberately simple construct.

For salience, we used Hollywood couple Rose Byrne and Bobby Cannavale. Our investment in celebrity acts as a proxy for scale and trust. And it worked.

Brand linkage across the advertising is strong with a total of 77% vs HOB Benchmark 52%.

Brand impact, half of audiences (47%) state they are more likely to consider Domain after seeing the campaign.

INNOCEAN, ‘How We Reversed the Fortunes of an SUV in Decline by Rallying Aussies Against Same-sameness’, Hyundai

Hyundai’s flagship compact SUV, the KONA, was losing its edge to new competitors. Despite having no “new news”, we needed to get the KONA noticed and test driven by compact SUV buyers.

Our creative insight was that in a world of increasingly “algorithmised” choices, the visually distinct KONA was being overlooked for a sea of bland, white SUVs. We reframed the KONA’s striking, futuristic design as an act of rebellion against conformity.

Our campaign, “Anti-Ordinary,” dramatised a flat, beige dystopia to highlight the pitfalls of settling for sameness. We launched with films showing scenarios where a generic car leads to problems, such as a frustrating search in a busy parking lot. We then extended these stories across social media, connecting each problem to a KONA feature, like its hands-free boot entry. To grab attention in the real world, we used outdoor advertising to contrast a single red KONA against a backdrop of generic white SUVs.

The campaign’s success was immediate and significant. We not only achieved our objective of getting the KONA noticed, but we also generated remarkable business results. Average weekly search volume for the KONA increased by 25% to 11,000, and inquiries surged by an incredible 57%. This overwhelming response even broke the “Book a Test Drive” portal, leading dealerships to request an early end to the campaign. The campaign turned the KONA from a fading model into an undeniable statement, proving that being different can be a powerful selling point.

Saatchi & Saatchi, ‘In A Pickle’, Toyota Australia

In 2024, we had to remind Australia that the Toyota HiLux’s legendary reliability was more important than the new features our competitors were advertising. Because when the stakes are high, you need a vehicle guaranteed to get the job done.

We told the story of a HiLux saving the day when other vehicles couldn’t. Two HiLux-driving heroes rescue one vehicle after another from a muddy puddle, casually ripping out the tree stump that started the predicament.

In spinning a classically Aussie yarn, we reminded everyone of a simple fact: you don’t send a ute to do a HiLux job. And this message delivered a comeback victory against all odds, reversing the sales slide and returning HiLux to its crown as Australia’s #1 selling vehicle.

Special, ‘HBO Max Launch (Memes)’, Warner Bros. Discovery

To launch HBO Max’s new creative platform, “All Killer, No Filler”, we positioned HBO Max as the anti-streamer. ‘Memes’ was the social-inspired cornerstone of the fully wider, fully integrated campaign. We memeified HBO Max’s greatest hits as “killer” and contrasted them against forgettable filler characters from rival platforms.

And the results for this simple, repeatable, and uniquely ownable social content speak for themselves:

7-percentage point lift in prompted brand awareness within one week (awareness +19 points in 3 months)
350% above forecast on Day 1 subscriptions
20M+ social views and engagements in week one
The fastest-growing streamer ever launched in Australia – Kantar
The most successful international launch for Max outside the US
Subs soared to 66% above forecast and 31% above reforecast

In a crowded, cynical market, HBO Max cut through by reframing the streaming conversation: from endless quantity to uncompromising quality. The campaign didn’t just launch a new platform—it gave Australians a reason to believe that streaming could be better.

Special, ‘Cher Turn Back Too Far’, Uber Eats

In 2023, Uber Eats set out to shift perception in Australia. While well known for food delivery, few Australians knew they could also get groceries, household items and alcohol on the platform. The campaign needed to highlight this expanded offering without losing the brand’s signature wit, charm and cultural edge.
The creative platform, “Get Almost Almost Anything,” leaned into the chaos that comes when people test the limits of that promise. To bring it to life, the brand turned to one of pop culture’s most iconic figures: Cher.
In the TVC, Cher – referencing her hit track “If I Could Turn Back Time” – orders a time machine on Uber Eats to revisit her glory days. But instead of landing in the 1980s, she ends up in the 1680s, where she’s accused of witchcraft. The twist? Uber Eats doesn’t deliver time machines… but it does deliver thyme.
A cinematic story with a simple product truth at its core, the film combined period-perfect sets and wardrobe with VFX, musical reworks and an unexpectedly self-aware performance from Cher.
The campaign drove strong business impact:
+10 pts TOM Awareness Q2’25 vs. Q4’24
+ 6pts Grocery Awareness Q2’25 vs. Q4’24
Brand salience remained strong throughout the campaign period
Achieved a significant reach of over 22 million people with the 30-second asset alone.
Drove a substantial number of impressions, with the 30-second asset garnering a total of 178 TARPs.
The audience saw the 30s spot an average of nearly 9 times, ensuring high message recall and impact.
Exceptional creative testing – highest recorded attention and cut through for local results
The film not only delivered a product message – it reminded audiences of what a great TV ad can do: make them laugh, feel something, and rethink what they thought they knew about a brand.