The Research Agency’s (TRA) latest Favourite Ads study has revealed Australia prefer ads that look and feel like nothing else in their category.
The study, surveying more than 1,600 Australians, saw Budget Direct topping the list, followed by Allianz (2nd place), Toyota (3rd place), Youi (4th place) and Telstra (5th place).
Despite their differences in tone and execution, TRA found a consistent pattern: a strong majority of respondents said there were “not many ads like this” when describing their favourite campaigns, pointing to perceived uniqueness as a key driver of effectiveness in Q1 2026.
Jonathan Kerr, chief growth officer at Budget Direct’s parent company, Auto & General, is speaking at this years Cairns Crocodiles.
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Alex Forrester, business director at TRA, said the findings in the study challenge the industry’s tendency to chase a repeatable creative formula.
“What stands out is not how similar these ads are, but how different they are,” Forrester said. “There’s no single formula for being a favourite ad, but the ads that perform best do three things well: they capture attention, make audiences feel something, and are clearly linked to the brand.”
TRA’s Creative Edge framework evaluates campaigns across three pillars – Remarkable, Rewarding and Remembered – and while each of the top five campaigns delivered on these in different ways, all succeeded by standing apart from category norms.
Forrester said the takeaway for marketers is to start with a distinctive emotional idea and commit to it.
“In a crowded and fragmented market where attention is limited, it’s not about doing the same thing better – it’s about doing something different, and doing it well,” he said.
Budget Direct’s long-running ‘Insurance Solved’ platform led the rankings, accounting for roughly 25 per cent of mentions within the top five. The campaign has built a consistent brand world over several years, using recurring characters and narrative-led humour to embed the brand into the creative itself.
Jody Elston, CSO at 303, said the result reflects the power of long-term creative commitment.
“From the outset, we set out to build ‘Insurance Solved’ as an enduring platform, using fresh storytelling to drive attention,” Elston said. “Our latest ‘Frozen’ campaign blends the familiar characters and fantastical action the brand is known for with the very real pressure of rising insurance costs.”
Jonathan Kerr, chief growth officer at Auto & General / Budget Direct, added that the result underscores the importance of staying close to the customer.
“Every day we push ourselves back into our customers’ shoes and ask how we can continue to earn their engagement,” Kerr said. “To see our ads resonating so strongly with the public means a great deal to the team and our partners.”
The findings come as marketers continue to navigate a fragmented media landscape, where standing out is increasingly difficult – and increasingly critical.
TRA’s Favourite Ads survey was conducted between February 24 and March 22, 2026, across Australia and New Zealand, with Dynata as its panel partner.
