The results are in for New Zealand’s top 10 favourite ads; in the top spots, ASB’s “Ben & Amy” and ANZ’s “Sharma Family” have taken out #1 and #2 spots respectively. The results were unveiled by The Research Agency (TRA).
“Once again, we see a lot of the same brands (ASB and ANZ) claiming the top spots in the rankings. This continuity in performance reflects the power of sticking to the Creative Commitment principle. Brands that invest in a single recognisable brand idea over time, extend it across media channels, and maintain consistent media investment tend to lead in recall and positive sentiment,” said TRA’s head of strategy, Carl Sarney.
The quarterly Favourite Ads Survey by research and insight agency, TRA, ranks the most popular television ads based on spontaneous recall and sentiment. This quarter’s results were determined by feedback from more than 1,000 Kiwis aged 18 to 60.
To evaluate the strength of each ad’s creative execution and explain why certain ads perform better than others TRA’s proprietary framework, Creative Edge is used. The framework includes the ‘three R’s’; how likely an ad is to grab people’s attention (Remarkable), entertain (Rewarding), and how strongly the brand is linked to the creative idea (Remembered).
“This quarter’s leading ads share a spirit of playfulness. In challenging times, ads that spark joy by being playful rather than strictly humorous have a unique appeal. The top ads aren’t always laugh-out-loud funny, but they bring entertainment and give people a reprieve from the ordinary,” added Sarney.
“Playfulness can be a powerful tool for making a brand enjoyable and memorable”.
The rankings show New Zealanders’ appreciation for campaigns that blend strong brand storytelling with playfulness, affirming the importance of long-term brand investment in fostering memorable, beloved ads.
While familiar names topped the list, four ads made notable debuts.
Top four debut Favourite Ads:
Tux – “Feeding the kiwi in all our dogs”
One NZ – “Let’s get connected”
The Warehouse – “You’ll find it at the Warehouse”
Specsavers – “Should’ve gone to Specsavers”
NZ’s Top 10 Ads of the Quarter
ASB Ben & Amy [No change in rankings]
ANZ Sharma Family [No change in rankings]
Tux Feeding the kiwi in all our dogs [New to list]
One NZ Let’s get connected [New to list]
Genesis George and family [No change in rankings]
PAK’nSAVE Stickman [-2 places]
KFC The power of KFC [+1 place]
Turners Tina from Turners [-5 places]
The Warehouse You’ll find it at the Warehouse [New to list]
Specsavers Should’ve gone to Specsavers [New to list]
“This quarter’s rankings underscore that a thoughtful blend of entertainment and strategic commitment is key to winning hearts over time and reaffirm the value of creative consistency and brand playfulness in forging memorable connections with Kiwis,” concluded Sarney.
